Two Consumer-Created Doritos Ads Crash The Super Bowl Advertising Stage, Now Compete For $1 Million Bonus Prize

Sun Feb 3, 2013 7:59pm EST

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Creators of "Goat 4 Sale" and "Fashionista Daddy" Now Go Head-to-Head on USA
TODAY Ad Meter for Grand Prize to Work with Michael Bay on Paramount Pictures' 
and Hasbro's "Transformers 4"
PLANO, Texas,  Feb. 3, 2013  /PRNewswire/ -- The Doritos brand gave two fans the
opportunity to showcase their filmmaking talent on the world's biggest
advertising stage when it aired their consumer-created Doritos commercials
during tonight's Super Bowl XLVII broadcast. Depending on how the spots rank on
the  USA  TODAY  Ad Meter, either fan could win a  $1 million  bonus prize and
the career-changing opportunity to work with acclaimed film director  Michael
Bay  on the next installment of the blockbuster "Transformers" movie franchise
from Paramount Pictures and Hasbro, set to be released on  June 27, 2014. This
marks the seventh year in a row consumers have created Super Bowl ads for
Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.

The two ads that aired were (in alphabetical order by finalist last name):

* "Goat 4 Sale" by  Ben Callner
* "Fashionista Daddy" by  Mark Freiburger

"We've always felt that the Doritos brand should be shaped by its fans, and
we're proud to give them this unmatched stage and one of the boldest
opportunities possible to spotlight their talents year over year," said Ram
Krishnan, vice president of marketing,  Frito-Lay North America. "We are so
proud of our finalists and can't wait to see how they stack up on the Ad Meter
rankings."

"Both of these Doritos spots are original and creative, and I'm really looking
forward to working with one of the winners," said Bay, who began his career as a
creative force in the advertising world and is now one of  Hollywood's boldest
and most bankable feature film directors with a repertoire that includes such
blockbuster hits as the "Transformers" franchise, "Armageddon," "Pearl Harbor,"
"Bad Boys" and "The Rock."  

The two ads that aired were among five finalist ads selected by the Doritos
brand from thousands of submissions received as part of the contest. One of the
ads that aired was determined by America's votes; the other was selected by the
Doritos brand.

From here, the Crash the Super Bowl program enters its final phase as the
creators of the two winning Doritos ads wait to see how they stack up in the 
USA  TODAY  Ad Meter, competing against all ads that aired during the Super Bowl
XLVII broadcast. The Ad Meter payouts are as follows:

* $1 million  will be awarded for an ad that scores the No. 1 spot on the  USA 
TODAY  Ad Meter  
* $600,000  will be awarded for an ad that scores the No. 2 spot on the  USA 
TODAY  Ad meter  
* $400,000  will be awarded for an ad that scores the No. 3 spot on the  USA 
TODAY  Ad meter

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have
consistently ranked within the top-five spots of the  USA  TODAY  Ad Meter, and
three of the last four years they have scored the No. 1 ranking.

Callner, an  Atlanta-based freelance director, came up with the idea for "Goat 4
Sale" after his goat-owning friend said, "It's funny when my goats eat crunchy
food."  The spot is about an unlikely friendship between a bearded man and a
Doritos-eating goat. The pair shares a love for Doritos chips, until the goat's
constant crunching gets on the bearded man's last nerve.  

Freiburger, a freelance director, spent just  $300  to create "Fashionista
Daddy." The spot tells the classic story about a father's love for his daughter
- and Doritos chips. A dad gets roped into playing "Princess Fashion Show" with
his daughter after she promises him a bag of Doritos chips in return. Once his
friends catch him eating the chips in his "Fashion Show" dress and makeup, they
join in on the fun.  

Created in 1989, the  USA  TODAY  Ad Meter has been regarded as the most
influential Super Bowl ad rating in the advertising industry.  USA  TODAY  Ad
Meter does not sponsor and is not affiliated with the contest.

PepsiCo's relationship with the NFL is among the company's longest running and
most successful sports sponsorships. PepsiCo leverages its sponsorship with the
NFL to connect with consumers throughout the season, culminating at the Super
Bowl with exciting activations by the company's largest food and beverage
brands. Examples include:

* Pepsi sponsored the Super Bowl XLVII Halftime Show in  New Orleans  featuring
global music icon Beyonce, bringing Pepsi's signature style of consumer
engagement to pop culture's biggest stage.   
* The national Pepsi NFL Anthems  program brought to life original anthems for
seven iconic NFL teams and featured some of today's most talented musical
artists and players.  
* The NFL PLAY 60 Super Bowl Contest presented by Quaker offered
once-in-a-lifetime prizes to inspire kids who make eating right and physical
fitness a priority, with one grand prize winner selected to go to Super Bowl
XLVII and run the game ball onto the field.  
* Gatorade and the Gatorade Sports Science Institute have been working closely
with 11 NFL rookies this year to help guide their fueling plans and help improve
performance, with each rookie's story documented in a web series called 
"Everything to Prove" on NFL.com.    
* Since 1983, Gatorade has partnered with the NFL to fuel its athletes across
all 32 teams. For Super Bowl XLVII, Gatorade fueled the two competing teams with
a highly-visible sidelines presence as well as a fuel presence in the locker
rooms and training facilities.  
* Through the Pepsi MAX NFL Rookie of the Week program, fans voted for a
stand-out Rookie each week of the 2012 NFL regular season and finalists
throughout the month of January, leading up to the announcement of the Pepsi MAX
NFL Rookie of the Year in  New Orleans  the night before the Super Bowl.  
* All season long, the "Make Your Game Day Official" promotion gave consumers
who capture Frito-Lay snacks and Pepsi beverages together a chance to win
official NFL prizes, including a trip to Super Bowl XLVII.  
* NFL and Super Bowl-branded Pepsi packaging, national product displays with
Pepsi, Frito-Lay, Quaker and Gatorade, and local  New Orleans-themed
point-of-sale materials engage fans in the marketplace.

About Doritos

Doritos tortilla chips is one of the billion-dollar brands that make up 
Frito-Lay North America, the  $13 billion  convenient foods business unit of
PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  To learn more
about the Doritos brand, visit its website at  www.doritos.com  or on Twitter at
 www.twitter.com/DoritosUSA  or on Facebook at 
http://www.facebook.com/DoritosUSA.

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than  $65
billion  and a product portfolio that includes 22 brands that generate more than
 $1 billion  each in annual retail sales. Our main businesses - Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of enjoyable foods
and beverages that are loved throughout the world. PepsiCo's people are united
by our unique commitment to sustainable growth by investing in a healthier
future for people and our planet, which we believe also means a more successful
future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's
promise to provide a wide range of foods and beverages for local tastes; to find
innovative ways to minimize our impact on the environment by conserving energy
and water and reducing packaging volume; to provide a great workplace for our
associates; and to respect, support and invest in the local communities where we
operate. For more information, please visit  www.pepsico.com.

Follow PepsiCo:

* Twitter  (@PepsiCo)  
* Facebook
* PepsiCo Blogs
* PepsiCo Press Releases
* PepsiCo Multimedia
* PepsiCo Videos

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HASBRO, TRANSFORMERS and all related characters are trademarks of Hasbro.    

© 2012 Hasbro.  All Rights Reserved.

SOURCE  Doritos


Chris Kuechenmeister, Frito-Lay, +1-214-422-8901 mobile,
Chris.Kuechenmeister@pepsico.com

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