Doritos Heralds Return of Crash the Super Bowl Contest

Will unveil details during September 19 webcast

Published in CSP Daily News

PLANO, Texas -- The Doritos brand has announced the return of Crash the Super Bowl, the contest that invites consumers to create homemade Doritos ads for the chance to see their work air during the Super Bowl broadcast. Marking the seventh anniversary of the program, this year's contest offers new twists and an opportunity for the winner that could be a true career game-changer.

Full details will be revealed during a webcast taking place at www.crashthesuperbowl.com at 8:00 p.m. EDT on September 19. A recording of the event will be available on the Doritos Facebook page following the live announcement.

As one of the marquee brands from PepsiCo's Frito-Lay division, Doritos originally introduced Crash the Super Bowl in 2007 and aired its first consumer-created commercial during Super Bowl XLIV. Over the last six years, consumer-created Doritos ads have consistently ranked within the top-five spots of the USA Today Ad Meter, and three of the last four years they have scored the No. 1 ranking.

As a result, the creators of these top-ranked winning ads have been awarded millions of dollars in grand prize money. Contest finalists have also gone on to receive commercial work, Hollywood representation and other opportunities. To date, the brand has received more than 19,000 consumer-generated ad submissions further demonstrating the popularity of the award-winning program.

PepsiCo's relationship with the NFL is among the company's longest running and most successful sports sponsorships. PepsiCo will leverage its relationship with the NFL to connect with consumers throughout the season, with activations spanning many of the company's largest food and beverage brands.

Pepsi will sponsor the Super Bowl XLVII Halftime Show in New Orleans on Feb. 3, 2013, bringing Pepsi's signature style of consumer engagement to pop culture's biggest stage.

Pepsi and the NFL recently launched the Pepsi NFL Anthems program, a national campaign that will feature musical artists, NFL teams and players.

Quaker Oats is teaming up with the NFL and quarterback Andrew Luck on the NFL PLAY 60 Super Bowl Contest presented by Quaker, a program that will find inspiring kids who make eating right and physical fitness a priority and can motivate their peers to do the same.

Gatorade and its Gatorade Sports Science Institute are working closely with 11 NFL rookies this year to help guide their nutrition plans and help improve performance. Each rookie's story is being documented in a web series called "Everything to Prove" on NFL.com.

Frito-Lay and Pepsi are joining forces for the "Make Your Game Day Official" promotion, which will give consumers who purchase Frito-Lay and Pepsi foods and beverages together a chance to win official NFL prizes.

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo, which is based in Purchase, N.Y. PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses--Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola--make hundreds of foods and beverages.

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