Doritos and Microsoft Team Up to Put Creative Control of Upcoming Xbox LIVE Arcade...

Doritos and Microsoft Team Up to Put Creative Control of Upcoming Xbox LIVE
Arcade Game in People's Hands
Two User-Generated Game Concepts to be Developed Into Xbox LIVE(R) Arcade
Games; One Fan-Selected Winner Will Receive $50,000 Dream Assignment as
Doritos Gaming Consultant

PLANO, Texas, Aug. 31 /PRNewswire/ -- As one of the leading consumer brands to
successfully cross over into the world of video games, Doritos tortilla chips
- a flagship snack brand within PepsiCo's Frito-Lay division - today announced
it will once again offer the creative opportunity of a lifetime to video game
lovers with the chance to design a new Xbox LIVE(R) Arcade game. Today marks
the return of "Unlock Xbox," a ground-breaking video game design contest that
puts the creative control to design an Xbox LIVE Arcade game in consumers'
hands.

The Unlock Xbox contest, which is driven by a collaboration between the
Doritos brand and Microsoft, originated in 2007 and lead to the creation of
the record-breaking "Doritos Dash of Destruction," the first consumer-created
Xbox LIVE Arcade game, which went on to become the fastest Xbox LIVE Arcade
game to reach one million downloads.

Starting today, people in North America are invited to submit game concepts
that embody the big, bold and intense spirit of the Doritos brand, for the
chance to have their idea developed into an Xbox LIVE Arcade game for the Xbox
360. Fans can review the submission terms and enter their ideas via video
submission through October 4, 2009 at www.unlockxbox.com.

"We are always looking for new ways to connect with fans and give them unique
opportunities to express their creativity in a way only Doritos and our
partners can deliver," said Ann Mukherjee, group vice president, marketing,
Frito-Lay. "Many of the people who love Doritos also love gaming, and this
innovative program gives our fans a chance to live their dreams."

Ten quarter-finalists, which will be chosen by the Doritos brand and Xbox 360
and announced by Xbox's Major Nelson, will embark on the journey of a lifetime
as they compete to transform their game concept into a reality. From in-person
pitch meetings at Microsoft Game Studios with the "Godfathers of Gaming"
including Kudo Tsunoda, to an online voting round, gamers will get to
experience the incredible process of bringing an Xbox LIVE Arcade game to
life. Ultimately, two will be developed into Xbox LIVE Arcade games available
for download in fall 2010, with one fan-selected grand prize winner scoring a
$50,000 gaming consultant project for Doritos.

"By bringing their brand to the Xbox LIVE audience, Doritos has the
opportunity to reach a subscriber base of more than 20 million," said Mark
Kroese, general manager of Microsoft's Entertainment & Devices Advertising
Business Group. "The first 'Doritos Dash of Destruction' game was a record
breaker in terms of first week downloads. We're excited to see what this round
of creativity brings."

Giving video game fans and Doritos chip-lovers everywhere even more reason to
get in the game, between November 29, 2009 and December 31, 2009, visitors to
www.unlockxbox.com will have a chance to instantly win great prizes as they
log on to cast their vote among the finalists. Promotion details and rules
will be available on www.unlockxbox.com during the promotion period.

Further supporting its commitment to gaming fans, the Doritos brand also is
announcing a partnership to bring pro football's combine concept to the
competitive video game world. The Doritos MLG Skills Combine will be a
nationwide, multi-day competition where amateur players are put through their
paces by MLG League officials and pros, with an eye towards evaluating their
potential for participation in the MLG Pro Circuit.

The "Unlock Xbox" campaign is the latest evolution of the Doritos brand
turning over control to consumers. The brand's commitment to fan-empowerment
began with the Doritos "Crash the Super Bowl" program, which started in 2007
and has turned the brand's Super Bowl advertising over to its fans every year.
In 2009, "Crash the Super Bowl" achieved what many thought impossible when a
consumer-created Doritos spot took the top ranking in the annual USA Today
Super Bowl Ad Meter during Super Bowl XLIII.

In addition, the brand has put consumers in control through a variety of other
exciting opportunities, including "THE QUEST," which engaged fans in a
multi-faceted online and real-world adventure of challenges; "Doritos Late
Night," which provided Doritos fans ground-breaking virtual musical
performances by blink-182 and Big Boi through the power of augmented reality
technology; and the Doritos "X-13D Flavor Experiment," where consumers had a
chance to name a new mysterious flavor of chips.

Frito-Lay North America is the $12 billion convenient foods business unit of
PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. In addition to
Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade
and Tropicana. Learn more about Frito-Lay at the corporate Web site,
www.fritolay.com and the Snack Chat blog, www.snacks.com.

PepsiCo offers the world's largest portfolio of billion-dollar food and
beverage brands, including 18 different product lines that each generate more
than $1 billion in annual retail sales. Our main businesses - Frito-Lay,
Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other
nourishing, tasty foods and drinks that bring joy to our consumers in over 200
countries. With more than $43 billion in 2008 revenues, PepsiCo employs
198,000 people who are united by our unique commitment to sustainable growth,
called Performance with Purpose. By dedicating ourselves to offering a broad
array of choices for healthy, convenient and fun nourishment, reducing our
environmental impact, and fostering a diverse and inclusive workplace culture,
PepsiCo balances strong financial returns with giving back to our communities
worldwide. For more information, please visit www.pepsico.com.

Contact:
Chris Kuechenmeister
Frito-Lay
972-334-2044
Chris.Kuechenmeister@fritolay.com

Hannah Wong
Edelman
206-268-2290
Hannah.Wong@edelman.com

SOURCE Frito-Lay

Chris Kuechenmeister of Frito-Lay, +1-972-334-2044,
Chris.Kuechenmeister@fritolay.com; or Hannah Wong of Edelman, +1-206-268-2290,
Hannah.Wong@edelman.com, for Frito-Lay