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FRITO-LAY TO SHOWCASE TWO NEW AD CAMPAIGNS ON SUPER BOWL XXVIII WITH WAVY LAY'S AND DORITOS TORTILLA THINS AS FEATURED BRANDS

 WAVY LAY'S DEBUTS ONE-TIME ONLY AD WHILE DORITOS TORTILLA THINS UNVEILS NEW COMMERCIAL MARKING THE RETURN OF COMEDIC ACTOR CHEVY CHASE
 PLANO, Texas, Jan. 4 /PRNewswire/ -- Frito-Lay, Inc. announced today that Wavy Lay's brand Potato Chips, the new wavy-cut potato chip that was recently launched nationally, and Doritos brand Tortilla Thins will be the featured snack brands on Super Bowl XXVIII. This marks the first time ever that the snack food company will unveil two campaigns on the Super Bowl, one of television's most-watched events. Super Bowl XXVIII is scheduled to air on NBC-TV on January 30.
 "The Super Bowl integrates the best action in football with the best creative in advertising for a spectacular showcase of entertainment. This year, we plan to unleash one of the biggest plays of the game with new campaigns featuring two of our biggest brand names," said Brock Leach, Frito-Lay's Vice President of Brand Marketing. "We're confident our new advertising for Wavy Lay's and Doritos Tortilla Thins will provide plenty of excitement and a couple of big surprises to entertain one of television's largest audiences."
 Comedic actor Chevy Chase, who returns to network television for the first time since the cancellation of "The Chevy Chase Show," will appear in a new :60-second spot for Doritos Tortilla Thins. In his typically unpredictable and irreverent style, Chevy will be featured in a comedic drama riddled with humorous plot twists. The ad was created by BBDO New York and directed by established commercial and music video director Joe Pytka, who together have created successful ad campaigns for Frito-Lay and Pepsi-Cola.
 Earlier this year, Chase was featured in his first-ever television commercial appearance in the :30-second spot, titled "Steamroller," for Doritos Tortilla Thins. "Steamroller" was among the Top 10 in Video Storyboard Tests' 1993 third quarter survey of consumers' most-liked television campaigns.
 To herald the national launch of Wavy Lay's Potato Chips, the company will debut a new "Wavy Lay's Challenge" television commercial that will be shown one-time only on the Super Bowl. In addition, the company announced that the Wavy Lay's brand will be the official title sponsor of the Super Bowl Halftime Show. This move is part of the comprehensive marketing and media agreement recently signed with the National Football League and NBC Sports and marks the second year the snack food company returns as the exclusive title sponsor of the NFL's Super Bowl XXVIII Halftime Show.
 "We're coming back with an even stronger line-up at Super Bowl XXVIII," Leach said. "To herald the launch of Wavy Lay's, we're rolling out a multi-million dollar, chip-to-chip sampling program against regional ridged chips in select metropolitan markets to underscore the superior quality taste of Wavy Lay's. We're also unveiling a new 'Wavy Lay's Challenge' commercial, which is guaranteed to bring a surprised chuckle to all those who tune in to the big game.
 "At the 1993 Super Bowl, we had tremendous success with the launch of the Lay's Challenge, which was a national chip-to-chip sampling program inviting consumers to taste and compare regional potato chips with Lay's Potato Chips. By year's end, Lay's Potato Chip sales increased more than 20 percent and today, the Lay's brand is America's favorite potato chip, bar none," he said.
 The new "Wavy Lay's Challenge" commercial for the Super Bowl is currently in production. The snack company will announce the star line- up of talent later this month. The new commercial was created and produced by BBDO New York.
 Wavy Lay's, the new light-tasting, crisp potato chip that is great with dips, are available in two varieties, Original and Au Gratin. Frito-Lay research showed that 80 percent of Lay's consumers also buy ridged chips on a regular basis. The ridged potato chip category equals approximately $1.5 billion in annual sales. The introduction of Wavy Lay's is expected to drive America's favorite salty snack category, potato chips, well beyond the $4.5 billion in annual sales in 1994.
 Frito-Lay is the U.S. snack food division of PepsiCo, Inc. (NYSE: PEP) and the country's largest snack company, registering $4 billion in sales in 1992. Eight of the company's brands are among the 10 largest-selling brands in the U.S. and the company holds approximately half the share of the entire U.S. snack chip industry.
 -0- 1/4/94
 /CONTACT: Lynn Markley of Frito-Lay, 214-334-2404/
 (PEP)


CO: Frito-Lay, Inc. ST: Texas IN: FOD ADV SU:

CK -- NY038 -- 6775 01/04/94 13:49 EST
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Publication:PR Newswire
Date:Jan 4, 1994
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