Frito Lay Canada conducts Doritos The End promotion
By Adnews Staff
Frito Lay Canada has begun a national campaign called "The End" for its Doritos brand of tortilla chips. Based at a website located at <http://www.writetheend.ca>, the contest promotion encourages consumers to determine which of two new chip flavours will remain on sale and which will be withdrawn from sale: Onion Rings N' Ketchup or Buffalo Wings N' Ranch. Until March 13, visitors to the site can enter by submitting an ending to an unfinished Doritos commercial that will depict the destruction of one flavour or the other. Online voting will determine seven finalists for each flavour. A judging panel will then determine the winner. The winner will receive $25,000, one percent of future sales from the remaining flavour, the unfinished commercial completed with the entrant's ending, and an opportunity to participate in the Doritos Think Tank by contributing to brand decisions for a year. The contest is being supported with a Facebook page, Twitter account and YouTube channel, as well as national television and online advertising, and media partnerships with MuchMusic and Astral Media. Frito Lay Canada is a division of PepsiCo Foods Canada. "At Doritos, we thrive off of finding ways to break through and give consumers control of the brand," said Tony Matta, vice-president of marketing at PepsiCo Foods Canada. "The End is more than a contest. It's the next evolution of consumer engagement where we're handing over our brand to Canadians and giving them a chance to play a role in making Doritos history, something we've never done before."