Frito Lay begins new Doritos campaign
By Adnews Staff
Toronto-based Frito Lay Canada has begun a campaign to promote the new packaging and logo of its Doritos line of tortilla chips, along with a change in their recipe intended to impart "More Nacho Flavour." The campaign includes 30-second television commercials on CTV and TVA, Web advertising and a redesigned website at <http://www.doritosplay.ca>. National point-of-sale materials have also been distributed. In addition, the company will promote the updated product through its sponsorship of the Juno Fan Choice Award. Next month Frito Lay will begin a national coupon program that will describe Doritos as possessing "0 trans fat." The television component was created by BBDO Toronto, while Proximity created the Web ads. OMD handled the media buying. The website was constructed by Capital C.