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FRITO-LAY ANNOUNCES NEW NFL PARTNERSHIP FOR 1993 SEASON

 DEAL INCLUDES NEW "LAY'S CHALLENGE" TV COMMERCIAL WITH SUPER BOWL


CHAMPION TROY AIKMAN AND OTHER NFL QUARTERBACKS; UNPRECEDENTED TITLE SPONSORSHIP OF UNIQUE MUSIC VIDEO OPENINGS ON ABC'S NFL "MONDAY NIGHT
 FOOTBALL"
 PLANO, Texas, Aug. 5 /PRNewswire/ -- Frito-Lay, Inc. announced today it has signed a year-long marketing and media agreement with the National Football League and ABC Sports. The deal includes a new "Lay's Challenge" TV commercial starring Super Bowl XXVII Champion and MVP Troy Aikman and five other NFL quarterbacks, and Lay's title sponsorship of new music video opening segments for ABC's NFL "Monday Night Football" that will feature NFL players and PolyGram music artists.
 "`Monday Night Football' has always been the scene of a lot of action," said Frito-Lay's Vice President of Brand Marketing Brock Leach. "We think enlisting some of the NFL's finest for the latest chapter of the `Lay's Challenge' and creating an opening event for each ABC-TV game that combines NFL stars in action and great music will bring some extra entertainment to Monday nights this Fall."
 NEW "LAY'S CHALLENGE" COMMERCIAL
 In addition to Dallas Cowboy Aikman, the NFL quarterbacks appearing in the new Lay's ad include Buffalo Bill Jim Kelly, San Francisco 49er Steve Young, Denver Bronco John Elway, Houston Oiler Warren Moon and New York Jet Boomer Esiason. The :30-second spot follows Esiason trying to enlist takers for the "Lay's Challenge" who know they "Can't Eat Just One" Lay's potato chip and are unwilling to suffer the consequences if they fail. The yet-to-be-named losers of the bet will be revealed in the new commercial which will debut during the August 9 pre-season opener of ABC's NFL "Monday Night Football" when the Washington Redskins meet the Cleveland Browns.
 In the new commercial for the Lay's brand, which was created by BBDO New York and re-introduces the slogan, "Betcha Can't Eat Just One," Esiason tries to get even for the loss of his locks in the Lay's Super Bowl XXVII Halftime commercial that aired in January.
 During that two-part commercial, which aired exclusively and one- time only during the first-ever Lay's Super Bowl Halftime Show, former Dallas Cowboy coach Tom Landry issued a "Lay's Challenge" to former Chicago Bear coach Mike Ditka, New York Giants Phil Simms and Lawrence Taylor, L.A. Raiders Howie Long and Eric Dickerson, Denver Bronco John Elway and former Cincinnati Bengal Boomer Esiason. The players ultimately lost Landry's "Lay's Challenge" -- and their hair.
 The "lose the bet, shave your head" scenario is also familiar to fans of Kareem Abdul-Jabbar and Larry Bird. A Lay's commercial in 1992 showed Bird take, and lose, the "Lay's Challenge" and end up with a scalp as bare as Kareem's.
 LAY'S QUARTERBACK JAM ON "MONDAY NIGHT FOOTBALL"
 The Lay's title sponsorship, called the Lay's Quarterback Jam on "Monday Night Football," is an innovative series of 18 specially produced music videos that will air as the opening segment for each ABC's NFL "Monday Night Football" broadcast throughout the NFL's regular season. Each video segment will spotlight that Monday night's featured NFL teams in a montage of previously unreleased highlights from last year's NFL season and will be set to new specially produced lyrics and original music from top recording artists from PolyGram. The artists scheduled to participate in the program include Bon Jovi, Boyz II Men, Bryan Adams, Vanessa Williams, The Temptations, Kiss, Def Leppard and more. The opening music video sequence, which replaces the three-year- old opening sequence performed by Hank Williams Jr., will premiere at 9 p.m./EDT on the September 6 regular season opener that matches the Super Bowl Champion Dallas Cowboys against their division rivals, the Washington Redskins, in Washington, D.C.
 "The Lay's Quarterback Jam is an unprecedented programming partnership between the NFL, ABC Sports and Lay's Potato Chips," said Don Garber, Vice President of National Football League Properties. "We're combining some of the greatest names in sports and music on the NFL's highest rated weekly show. It's guaranteed to be a surefire hit."
 "The Lay's Quarterback Jam integrates the most successful football program in television history with America's favorite potato chip and some of the world's most popular recording artists. This marketing plan combines a great blend of on-air, on-pack and point-of-purchase opportunities," said Keith Ritter, Vice President, Marketing, ABC Sports.
 In addition to the music video sponsorship, elements of the comprehensive agreement entitle Frito-Lay to create NFL-themed advertising, including a national free standing insert and point-of-sale merchandising materials including lifesize cutouts of the six NFL quarterbacks plus San Diego Charger Junior Seau, Phoenix Cardinal Gary Clark, Miami Dolphin Keith Jackson and Detroit Lion Pat Swilling.
 -0- 8/5/93
 /CONTACT: Lynn Markley of Frito-Lay, 214-334-2404/
 (PEP)


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

SH -- NY020 -- 9743 08/05/93 09:22 EDT
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Publication:PR Newswire
Date:Aug 5, 1993
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