Heaven help us... Doritos is coming out for the competition. And not just "any" competition. Read between the lines and the target is pseudo-defined. Sure this is a work for the KSA - and perhaps the region too I believe, so not Lebanese or anything. But I love how they did it. Subtly, but not too subtly. Anyone would immediately understand "forget the circles and choose the triangles". People, it is there, out for anyone to see. Although they did not name them - any potato chips with round shapes (hear that Pringle?) is included in the comparison. Sure, being "anti" anything is not a sustainable position but I still love what they did. Appropriating the space and pushing their very distinctive shape. I hope this will not end up in all out war though, because one move is one thing, infinite retaliation is another.