Doritos’ New “Fight for the Flavor” Campaign Calls on Consumers to Pick the New Doritos Flavor

Plano, Texas (March 26, 2007) — The Doritos brand today announced that once again consumers are in control of the brand by launching the new Doritos “Fight for the Flavor” campaign. Through May 25th consumers can visit www.snackstrongproductions.com to vote for which of two new Doritos flavors is their favorite – Doritos Smokin’ Cheddar BBQ or Doritos Wild White Nacho chips. With both flavors currently available nationally for a limited time, Doritos fans will vote to determine which flavor survives on store shelves and which one gets pulled.

“The idea of Doritos fans continuing to take control of the brand is what excites us about the ‘Fight for the Flavor’ campaign,” said Ann Mukherjee, vice president, marketing, Frito-Lay. “We want Doritos fans to continue to tell us what they want to see, from the advertising to our next flavor and beyond.”

The launch of both flavors, and the “Fight for the Flavor” campaign, will be supported by a new television and online ad, as well as through in-store displays and on-bag. The campaign will also feature Doritos “Fight for the Flavor” battles as part of select television and online programming including Comedy Central, MTV, VH-1 and Heavy.com. These partners, among others, will feature original videos of Doritos Smokin’ Cheddar BBQ or Doritos Wild White Nacho chips battling for flavor supremacy.

Once America makes its decision, the winning flavor will join the brand’s line up of popular bold varieties, including Doritos Nacho Cheese, Doritos Cool Ranch, Doritos Spicy Nacho, Doritos Fiery Habanero, and Doritos Blazin’ Buffalo & Ranch, along with Baked! Doritos, Natural Doritos, and Doritos Light tortilla chips.

The “Fight for the Flavor” campaign is the continuation of the Doritos brand allowing consumers to be in control. Earlier this year, the Doritos brand aired two consumer-created commercials during Super Bowl XL as part of the Doritos “Crash the Super Bowl” challenge. These two ads kicked-off the first-ever consumer-created Doritos television ad campaign, in which all five of the Doritos “Crash the Super Bowl” finalists’ ads aired on national television.