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THOUSANDS OF FRITO-LAY EMPLOYEE VOLUNTEERS TO CONDUCT WORLD'S LARGEST ONE-DAY SAMPLING EVENT

 THOUSANDS OF FRITO-LAY EMPLOYEE VOLUNTEERS TO CONDUCT
 WORLD'S LARGEST ONE-DAY SAMPLING EVENT
 EFFORT KICKS-OFF WITH NEW "SPOKESFAMILY" TV COMMERCIAL
 STARRING GEORGE FOREMAN AND SONS, GEORGE'S II-V,
 DEBUTING WEEK PRIOR TO EVENT
 PLANO, Texas, April 21 /PRNewswire/ -- Frito-Lay Inc. announced today an unprecedented one-day sampling event conducted by thousands of employee volunteers at 11,000 retail outlets and local events in all 50 states from Boston to Honolulu. Titled "D-(for Doritos) Day," the effort will take place on Saturday, May 2 as part of a campaign introducing new Nacho Cheesier Doritos. The company expects to distribute five million samples and free coupons for the product during the 24-hour period.
 "The world has changed and business in the '90s demands going beyond conventional thinking," said Frito-Lay Chairman Roger Enrico.
 "Asking the people who make our products every day to personally meet the people who buy them is the best way to understand what our consumers want and need. We can't just rely on market surveys and focus groups, and selling can't be thought of as someone else's job. Regardless of our day-to-day responsibilities, we must all get closer to consumers."
 Over 13,000 Frito-Lay employees, from the mailroom to the boardroom, have signed on as "D-Day" volunteers and have agreed to give up their Saturday. Recruits include Enrico and other senior executives, as well as plant technicians, truck drivers and office workers. "D-Day" sampling is scheduled at thousands of grocery and convenience stores, and at events such as the Kentucky Derby in Louisville and beach patrols across Florida and California. A Frito-Lay team is even flying into Juneau, Alaska to bring samples to the city's 30,000 residents.
 "When you really believe in your products, there's tremendous pride of ownership," said Enrico. "That entrepreneurial spirit started this company in the first place and now it's driving this renewed commitment to step out and meet our consumers face to face."
 The Nacho Cheesier Doritos campaign kicks-off with a new TV commercial starring former world heavyweight champ George Foreman and his sons (17-year-old George II, nine-year-old George III, four-year-old George IV and one-year-old George V) as Nacho Cheesier Doritos' "spokesfamily." The :30-second ad to introduce the new product will debut on Monday, April 27 during NBC's "Fresh Prince of Bel Air (8:00 p.m. EDT), and features all five Georges in a Foreman feeding frenzy for Nacho Cheesier Doritos.
 "Big events need big spokespeople, or in this case, big families," explained Enrico. "The use of George and his sons sets the perfect tone for the Frito-Lay family that hits the streets later that week."
 In conjunction with the Foreman TV ad, Frito-Lay will also run a national print and radio ad blitz that features employees and heralds "D-Day" throughout the week prior to May 2. "D-Day" is even making a bid for entry to the Guinness Book of World Records, creating a new "sampling" category in the process.
 Introduced 26 years ago, the Doritos brand is now a $1.3 billion powerhouse and a top-selling grocery item. Advance consumer testing of Nacho Cheesier's reformulated flavor shows adults prefer the new chip by a margin of three to two versus the original Nacho Cheese version. Among teens, Doritos' primary target, the results are an impressive two to one win for Nacho Cheesier. An earlier test of the product in Denver -- without any marketing or promotional support -- saw sales increase by more than 10 percent.
 Nacho Cheesier Doritos will be available in retail stores beginning Monday, April 20. Packaging features the familiar red, white and yellow Doritos graphics and a special "Now Nacho Cheesier" snipe. In-store support materials include a lifesize cutout of George Foreman, display header cards, shelf strips and danglers.
 -0- 4/21/92
 /CONTACT: Beverly Holmes of Frito-Lay, 214-334-2104/ CO: Frito-Lay Inc. ST: Texas IN: FOD SU:


SB -- NY021 -- 0431 04/21/92 09:23 EDT
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Copyright 1992 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Apr 21, 1992
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