Creator Of Doritos "Fashionista Daddy" Super Bowl Ad Wins Grand Prize To Work With Michael Bay On Paramount Pictures' And Hasbro's 'Transformers 4'

Mon Feb 4, 2013 12:30pm EST

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Consumer-Created Doritos Ads Once Again Crash the Super Bowl, Rank Among Most
Popular
PLANO, Texas,  Feb. 4, 2013  /PRNewswire/ -- The Doritos brand today announced
that its consumer-created commercial "Fashionista Daddy," which aired for the
first time nationally during yesterday's Super Bowl XLVII broadcast, has scored
its creator, 29-year-old  Mark Freiburger  of  Los Angeles, 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.  The grand-prize
comes as "Fashionista Daddy" was the highest ranking of the Doritos
consumer-created ads on the  USA  TODAY  Super Bowl Ad Meter, scoring a No. 4
ranking.

In addition to "Fashionista Daddy," the consumer-created Doritos ad "Goat 4
Sale" also received airtime during Sunday's game. Created by 28-year-old  Ben
Callner  of  Decatur, GA, "Goat 4 Sale" scored No. 7 on the  USA  TODAY  Ad
Meter rankings. The two ads that aired were among five finalist ads selected by
the Doritos brand from thousands of submissions received as part of the annual
Crash the Super Bowl contest.

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

"The Doritos brand has always been about offering our consumers the biggest,
boldest opportunities imaginable. And it doesn't get much bolder than turning
over the world's biggest advertising stage to our fans," said Ram Krishnan, vice
president of marketing,  Frito-Lay North America. "We are so excited to award
Mark the chance to work with one of the most acclaimed directors of our time.
It's an exciting finish for one of the most exciting engagement programs the
Doritos brand has created to date."

As part of this year's competition, all five finalists received  $25,000  and a
trip to attend Super Bowl XLVII in  New Orleans. Bonus cash prizes were based on
how each winning ad ranked in the  USA  TODAY  Ad Meter. The payouts were as
follows:

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

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 Beyoncé, 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
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* PepsiCo Press Releases
* PepsiCo Multimedia
* PepsiCo Videos

BROADCAST / PRINT / TV MEDIA: Broadcast quality video, photo stills and press
information is available to preview, download and share at 
www.magicbulletmedia.com/MNR/crashthesuperbowl

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,
Chris.Kuechenmeister@pepsico.com

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