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SBD/3/Sponsorships Advertising Marketing
DORITOS CHIP TO BIG BIGGER AND HAVE A MORE "INTENSE" TASTE
Published November 3, 1994
PepsiCo's Frito Lay division, Doritos, is spending $50M to "jazz up the corn chip" in the costliest redesign in Frito-Lay's history. PepsiCo VP of Tortilla Chip Marketing Roger Berdusco said the change is a response to "what people tell us they want": "People told us they wanted bigger chips and a more intense taste." The January introduction of the new Doritos will coincide with a new advertising campaign by BBDO New York that will include the Doritos sponsorship of the halftime show of Super Bowl XXVIII and sponsorship of the Final Four in March (Glenn Collins, N.Y. TIMES, 11/3).