Superbowl Commercial, Doritos Message from your heart

Can’t say I quite understand how Doritos and “message from your heart” really connect? Doritos previous advertising campaigns were more about youth, DIY Solar Energy, and extreme taste. Are they trying to say they care? Why do chips care about me or anyone I know?

I really see that is brand dilution, and you would never have thought or known that the commercial had anything to do with Doritos.