Lady Gaga Set To Headline SB Halftime Sponsors Activate Around MLB ASG Week Pepsi Beginning Emoji-Based MLB Campaign Mtn Dew To Sponsor DR1 Drone Racing League Pepsi Renews, Strengthens Deal With Cubs The Enthusuiast Network To Operate New Dew Tour Bowl Game Pouring Rights, Concessions Pepsi Not Renewing Citi Field Partnership Jennifer Storms To Be NBC Sports CMO Doritos Ending Super Bowl Ad Contest
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).