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FRIT0-LAY TEAMS UP WITH 'SEINFELD' STAR JASON ALEXANDER FOR FIRST-EVER NETWORK AD CAMPAIGN FOR ROLD GOLD PRETZELS

 PLANO, Texas, Aug. 25 /PRNewswire/ -- Frito-Lay, Inc. announced today that Jason Alexander, who plays the character George on the comedic series hit, "Seinfeld," will appear in a new advertising campaign for the company's Rold Gold brand Pretzels, the nation's leading pretzel brand that is driving the salty snack industry's fastest growing category toward a $1 billion business.
 The campaign, which debuts on the season premiere of "Late Show With David Letterman" on CBS-TV at 11:30 p.m. EDT on Monday, Aug. 30, marks the first-ever network campaign for the Rold Gold brand. The campaign, which includes a 30-second commercial and two 15-second ads, spotlights Alexander in humorous elevator encounters with women and Rold Gold Pretzels. As Alexander tries to make a favorable impression with his elevator partners, he learns that Rold Gold Pretzels are low in fat and full in flavor. The two 15-second ads promote the brand's two new varieties -- Rold Gold Pretzel Chips and Rold Gold Pretzel Bits.
 Rold Gold Pretzel Chips, which are available in Original and Zesty Cheese flavors, are now in major markets across the country. Rold Gold Pretzel Bits, available in Garlic and Herb Sourdough and Honey Mustard Sourdough flavors, will be in test market in early September throughout the Northeast.
 "The pretzel category is exploding and our Rold Gold brand is leading the way with impressive double-digit growth. To leverage this growth, we're launching the first-ever national advertising campaign for Rold Gold with our new spokesperson Jason Alexander, whose unique twist of humor is ideal for the brand," said Dwight Riskey, vice president of new products and market research for Frito-Lay.
 Snacking is on the rise as Americans are eating more between meals. Pretzel consumption jumped to 490.1 million pounds in 1992, up 18.2 percent over 1991. That compares with a slimmer 5.3 percent overall increase in salty snack consumption to 5.2 billion pounds.(A)
 The Rold Gold campaign includes national advertising, a national free-standing insert, national in-store sampling and point-of-sale materials. The advertising was created by DDB Needham in Chicago and directed by Tony Scott, whose production credits include the movies "Top Gun," "Beverly Hills Cop II" and "The Last Boy Scout."
 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 retail sales in 1992. Eight of the country's 10 largest- selling snacks are Frito-Lay brands and the company holds approximately half the share of the entire U.S. snack chip market.
 (A) Annual Industry Report, Snack Food Association.
 -0- 8/26/93
 /CONTACT: Lynn Markley of Frito-Lay, 214-334-2404/
 (PEP)


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

LG-OS -- NY051 -- 6186 08/26/93 13:20 EDT
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Publication:PR Newswire
Date:Aug 26, 1993
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