SBD/3/Sponsorships Advertising Marketing

DORITOS CHIP TO BIG BIGGER AND HAVE A MORE "INTENSE" TASTE

     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).
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Related Topics:

BBDO, PepsiCo

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