Doritos Fan Trumps Advertising Professionals and Wins $1 Million Super Bowl Advertising...

Doritos Fan Trumps Advertising Professionals and Wins $1 Million Super Bowl
Advertising Challenge

First-Ever Consumer-Created Ad Takes No. 1 Spot in USA TODAY's Annual Super
Bowl Ad Meter

PLANO, Texas, Feb. 2 /PRNewswire/ -- The Doritos brand today announced that
its consumer-created Doritos commercial "Free Doritos," which aired for the
first time nationally during yesterday's Super Bowl XLIII broadcast, ranked
No. 1 in USA TODAY's annual Super Bowl Ad Meter. The tortilla chip brand is
now giving Joe Herbert, the ad's talented creator, a $1 million payout for
claiming the coveted title many ad pros strive to attain each year.

Nationwide consumer votes put "Free Doritos" in the Super Bowl limelight from
amongst nearly 2,000 entries and five finalist ads in the third annual Doritos
"Crash the Super Bowl" program. Now, too, in the Super Bowl spotlight is
finalist Eric Heimbold. Doritos surprised viewers by also airing his
commercial "Power of Crunch," which placed No. 5 in the USA TODAY ad meter.

"We've said it before and we'll say it again, Doritos goes big or goes home,"
said Ann Mukherjee, group vice president, marketing, Doritos. "We knew Joe
could take on the pros and now he has the financial resources to pursue his
dreams. We are extremely proud of Joe's accomplishment and believe this is
the best million dollars the Doritos brand has ever spent."

The brand also announced that it will continue to give control of its
broadcast advertising air time to its fans. Doritos will also air all five
finalist commercials as its national Doritos TV campaign to continue to shine
the spotlight on their makers and their budding careers. In addition to "Free
Doritos," the other finalists' ads that will be at the center of Doritos' TV
advertising campaign are: "Power of the Crunch," "The Chase," "Too Delicious,"
and "New Flavor Pitch."

"We believe in our fans and will continue to provide them with opportunities
to be discovered and live out their dreams," adds Mukherjee. "Doritos feels,
as a brand, it should break the rules for it fans so they can make the
impossible become possible."

Joe and his co-creator and brother Dave Herbert returned to meet the newly
raised stakes of the third annual Doritos "Crash the Super Bowl." From
shattering a vending machine full of Doritos with a snow globe to throwing the
"crystal ball" at the Boss, the inspiration for their commercial is based on
ideas the brothers felt would evoke laughter and emotion from the audience at
different points of the commercial.

"To have 'Free Doritos' exposed on the Super Bowl stage was already amazing
enough," exclaimed Herbert. "But, to now claim No. 1 on the USA TODAY Ad
Meter and win $1 million is unbelievable and affirmation that we can and will
fulfill our dreams. This means so much to my brother and I. We are very
thankful to Doritos, our friends, our family and everyone else who supported
us and believed in us."

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a
panel of viewers to ads during the national broadcast of the Super Bowl and
ranks them favorite to least favorite. Created in 1989, USA TODAY's Ad Meter
has been regarded as the most influential Super Bowl ad rating in the
advertising industry.

Eric Heimbold, a graduate of the film department at Pasadena Art Center
College of Design, was hoping to challenge himself as a film-maker when he
rallied old friends from school to create a Doritos ad that told a sexy, Super
Bowl-worthy story. "Power of the Crunch" is a comedic take on the idea that
people are corrupted by ultimate power. In less than 30 seconds, his main
character spirals through a series of extreme indulgences and ultimately
self-destructs. For Eric, this was a great opportunity for him to do
something that is of meaning to him personally and appreciated in a
well-structured public forum.

The "Crash the Super Bowl" campaign is the evolution of the Doritos brand
allowing consumers to be in control. In 2007, the Doritos brand aired its
first consumer-created commercial during Super Bowl XLI, as part of the first
Doritos "Crash the Super Bowl" challenge. That same day, the brand aired a
second commercial to kick-off the first-ever consumer-created Doritos brand
television ad campaign, in which all five of the Doritos "Crash the Super
Bowl" finalists' ads aired on national television. Last year Doritos launched
the music career of one of its talented fans by airing her original song in a
music video during its Super Bowl XLII air time as part of its second annual
"Crash the Super Bowl" program.

In addition to the Doritos "Crash the Super Bowl" challenge, in 2007 the brand
put consumers in control with programs such as Doritos "Fight for the Flavor,"
which invited Doritos fans to determine which of two new flavors survived on
store shelves and which one was pulled. Then, the brand launched the Doritos
"X-13D Flavor Experiment," where consumers had a chance to name a new
mysterious flavor of Doritos tortilla chips, followed by "Unlock Xbox," which
empowered fans to design the first-ever consumer-created Xbox LIVE(R) Arcade
game.

In 2008, "THE QUEST" campaign gave Doritos lovers a unique opportunity to
choose how and when to get engaged in a multi-faceted program that had online
and real world challenges. Fans were in control of how they participated in
"THE QUEST" in everything from guessing a mystery flavor to solving virtual
puzzles and competing in real-life adventures. In addition, Doritos put
control into the hands of its consumers through a programming partnership with
MTV.

Frito-Lay North America is the $11 billion convenient foods business unit of
PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay,
PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and
Tropicana.

Contact:
Chris Kuechenmeister
Frito-Lay
214-422-8901 cell
Chris.Kuechenmeister@fritolay.com

SOURCE Frito-Lay

Chris Kuechenmeister of Frito-Lay, cell, +1-214-422-8901,
Chris.Kuechenmeister@fritolay.com