campaigns

Doritos 'Crash the Super Bowl' Campaign Goes Global with $1 Million Prize

Posted by Dale Buss on September 13, 2013 12:41 PM

Frito-Lay loves the response its "Crash the Super Bowl" crowdsourced ads get for Doritos when they run during the Big Game every year, but the brand isn't resting on its laurels. For Super Bowl XLVIII on February 2, the PepsiCo snack house is expanding the program in two important ways.

In its eighth year of the highly successful "Crash" campaign, Frito-Lay plans to open the contest to would-be commercial creators from around the world, all 46 national markets where the 70 varieties of Doritos are sold, eliminating its previous restriction to the United States. Since it began in 2007, the annual contest has invited only American consumers to create and submit 30-second homemade ads celebrating their love of Doritos.

And the ad with the most consumer votes online not only will run during the Super Bowl on Fox from Met Life Stadium but also will garner for the first time a huge cash prize for the creator: $1 million. Plus, that winner and the creator of the ad that Doritos selects as its favorite, which also will run during the game, will have the opportunity to work with Marvel Studios on the set of the next Avengers sequel.Continue reading...

chew on this

Taco Bell Spices Up Doritos Locos Tacos Franchise with New Fiery DLT

Posted by Dale Buss on August 14, 2013 03:37 PM

Has Taco Bell played out the Doritos Locos Tacos space? The Yum! Brands fast-feeder will soon see as it has just announced the third installment in its wildly successful co-branded campaign. 

Taco Bell announced that its Fiery "DLT" will be officially available nationwide next Thursday, with a marketing campaign following soon. It's the next step in the company's campaign to build on the huge success of the first flavor of the popular Doritos Locos Taco when it came out last year, Nacho Cheese, and the Cool Ranch flavor that Taco Bell revealed earlier this year. The brand will be offering taste tests through social media, and will make the new taco available early on August 19—a move that didn't go so well during the Cool Ranch launch. 

The chain already has sold more than 500 million DLTs in total, almost single-handedly energizing its results over the last 17 months, so the next flavor will be crucial. And for the first time, Taco Bell chose not to borrow an exact flavor profile and product name directly from a chip already marketed by PepsiCo's Doritos brand.Continue reading...

brand strategy

PepsiCo Snacks Win, Beverages Lose in US as Peltz's Merger Proposal Looms

Posted by Dale Buss on July 25, 2013 01:39 PM

PepsiCo is riding high on snacks and trying not to be brought low by its soft-drink business. But that doesn't mean the company is accepting the logic behind activist investor Nelson Peltz's attempts to get PepsiCo to spin off beverages and buy snack-happy Mondelez International.

Second-quarter food revenue in the Americas grew by 5 percent for PepsiCo while beverage revenues slumped by another 2 percent. Brands including Doritos and Tostitos, by Frito-Lay, drove PepsiCo's overall domestic growth, while its European business only chugged along and revenues in Asia, Africa and the Middle East combined, both beverages and food, grew by 6 percent.

Also, more evidence surfaced this week to bolster concerns recently expressed by PepsiCo CEO Indra Nooyi about the future of artificial sweeteners in beverages. Larry Young, CEO of Dr Pepper Snapple, agreed in a conference call that consumers "have concerns about artificial sweeteners." His company has lowered its sales outlook for the year.Continue reading...

brand evolution

Cracker Jack Focuses on Improving Central Product in Brand Update

Posted by Mark J. Miller on May 28, 2013 11:43 AM

The first batch of Cracker Jack rolled off the line in 1896, the same year that Utah was admitted as a state, the first modern Olympic Games were held in Greece, and racial segregation was declared constitutional by the Supreme Court.

In other words, it's a pretty old brand--117 years to be exact--but owner Frito-Lay doesn't want the famous snack to be left behind in yesteryear. The brand is seeking a modern update thanks to new prizes and new flavors, though its main focus is to improve upon its central, caramel-coated product. The brand will be adding more peanuts to its original flavor while also introducing Cracker Jack Kettle Corn and Cracker Jack Butter Toffee flavors. The new additions will build upon a growing offering which include caffeine-infused Cracker Jack'd Power Bites and hearty flavors like peanut butter and chocolate and cheddar BBQ.Continue reading...

chew on this

Regulators Get Wrigley to Pull Caffeine Gum, but They're Not Scaring Monster

Posted by Dale Buss on May 9, 2013 06:33 PM

Just several days after being called out by the Food & Drug Administration over concerns about caffeine in its Alert Energy Caffeine Gum, Wrigley folded the product and announced that it was going to take the gum off the market at least temporarily. However a caffeine purveyor that's already well established, Monster Beverage, is continuing its aggressive defense of its energy drinks over the issue of caffeine poisoning of American youth.

The Obama administration has grown increasingly restive over the extension of caffeine content to more and more functional foods beyond its traditional places in coffee (naturally), soft drinks (added) and energy drinks (fundamental). The proliferation of new types and food products introduced recently includes Cracker Jack'd, a line of new snacks by Frito-Lay based on the traditional brand but including two out of nine SKUs that contain ground coffee and caffeine; a variety of Kraft's MiO drink powder that contains caffeine; and Jelly Belly's Extreme Sports Beans.Continue reading...

brand news

In the News: Apple, Monster, Twitter and more

Posted by Dale Buss on May 1, 2013 09:15 AM

In the News

Apple sells largest corporate-bond offer in history.

Monster sues to halt effort to curb energy drinks.

Twitter opens up self-serve ad platform to all businesses.

Chrysler Group auto sales rose 11 percent in April; Ram truck sales were up 49 percent.

Coda Holdings electric-vehicle maker files for bankruptcy.

College Football Playoff unveils new (and quite boring) logo. 

Domino's results ride pan pizza wave.

Fisker Automotive fell apart because it sought too much, too fast.

Ford says sales of Lincoln MKZ have shaken off supply and launch problems.Continue reading...

sip on this

PepsiCo Keeps Marketing Top-of-Line Despite a Dip in Earnings

Posted by Dale Buss on April 19, 2013 02:43 PM

PepsiCo continues to ramp up marketing investments for its core brands including Pepsi, Gatorade, Lay's and Quaker. And so while first-quarter earnings showed a drop of 5 percent from a year earlier, the increased advertising outlays may be the harbinger of future top- and bottom-line payoffs from brands that critics say were underexposed for years.

Besides, PepsiCo CEO Indra Nooyi said this week, the additional marketing investments—which she promised for last year to the tune of an additional half-billion in global expenditures on core brands—are being offset by the fruits of the company's $3-billion productivity program.

"With the productivity we're unlocking, we're able to invest in growth drivers like advertising and new-product launches to simultaneously drive margin improvement," she told analysts on a conference call, according to Advertising Age. But, she cautioned, "Any growth we achieve in one area takes from another area where we compete."Continue reading...

trademark wars

Frito-Lay Loses Trademark Battle Over Popular Corn Chip

Posted by Mark J. Miller on April 15, 2013 11:50 AM

PepsiCo’s Frito-Lay Scoops Corn Chips may identify itself as “a unique combination of great taste and good fun rolled into one great snack,” but a jury in Texas has a few quibbles with just how unique its name is.

Frito-Lay North America came after Medallion Foods and Ralcorp Holdings for their Bowlz and Cupz chips that appeared in Walmarts and Krogers, respectively, around the time of this year’s Super Bowl, FoodProductDesign.com reports. Frito-Lay was not amused and wanted $4.5 million for their troubles as well as the disappearance of any products that come close to looking like Scoops.

After just five and a half hours, the 10-person jury ruled against Frito-Lay. “This was a very complicated trial, and we were fortunate to have an extremely smart jury that understood the issues and delivered a just verdict,” said John Ward, whose firm Ward & Smith helped represent Medallion, according to IPWatchdog.com. “This jury digested almost 40 pages of complex instructions and returned a verdict in our clients’ favor on all issues submitted.”Continue reading...

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