PLANO, Texas - Frito-Lay announced today the kickoff of a multi-million dollar marketing campaign with a new 30-second commercial featuring a championship celebrity line-up with television star Drew Carey and two NFL greats, John Elway and Jim Kelly, members of the Quarterback Club. The commercial will debut in the first quarter of the AFC Wildcard Game on New Year's Eve televised on CBS-TV.
The commercial, entitled "Drew's Party," features Drew Carey hosting a Super Bowl party that includes two-time Super Bowl champion and former Denver Broncos quarterback, John Elway, and four-time Super Bowl contender and former Buffalo Bills quarterback, Jim Kelly. In the spot, Carey, Elway and Kelly are watching the Super Bowl, eating their Frito-Lay snacks and discover the in-pack game card, "Find the Winning Plays." The payoff: History repeats itself for the two NFL legends.
"Frito-Lay will kick-off the New Year with a marketing bonanza that leverages two powerful entertainment icons, the Super Bowl and Drew Carey," said Dwight Riskey, Senior Vice President, Frito-Lay Development Group. "This innovative marketing program is designed to surround consumers with brand messages throughout the entire month of January leading up to the ultimate snacking occasion, the broadcast of Super Bowl XXXV."
The commercial is part of a four-week campaign featuring the snack company's biggest ever consumer promotion, "Find the Winning Plays," with 35 million chances to win prizes including officially licensed NFL merchandise, VISA/NFL gift cards of $20, $40, $100 dollars and Super Bowl tickets for life. Consumers can win prizes by matching game cards, found in specially marked bags of Doritos Tortilla Chips, Tostitos Tortilla Chips, Ruffles Potato Chips and Fritos Corn Chips, with actual football plays during Super Bowl XXXV.
As part of Frito-Lay's Super Bowl platform and Drew Carey partnership, Doritos, the world's biggest salty snack brand, will be the exclusive title sponsor of Drew Carey's first-ever pay per view comedy special.
Broadcasting live from the MGM Grand in Las Vegas on Super Bowl eve, Doritos Presents Drew Carey's Improv All Stars, will feature a team of comedic talent for a 90-minute un-scripted, un-rehearsed laughfest. Produced by Showtime Event Television, the special will include cast mates from Carey's two ABC shows. Carey and his All Stars will treat viewers to an evening of comedic improvisation as the ensemble gathers subject matter from the live audience, and then transforms the ideas into sidesplitting vignettes. The event will be available live on pay per view on Saturday, January 27, 2001 at 9 p.m. ET/6 p.m. PT with an additional live performance at 12 p.m. ET/9 p.m. PT.
Doritos Presents Drew Carey's Improv All Stars pay-per-view event and Frito-Lay's "Find the Winning Plays" promotion will be co-marketed via Frito-Lay's advertising campaign on-air and in-store efforts throughout January. Showtime will promote the pay-per-view special and Doritos sponsorship via a broadcast tune-in spot targeting 70 million direct television/cable subscribers, print advertising and local-market radio promotions.
NFL partnered with Frito-Lay to launch the unprecedented "Find The Winning Plays" promotion. BBDO New York produced the 30-second commercial. Ketchum Entertainment Marketing (KEM) managed the celebrity partnership and exclusive sponsorship package for Frito-Lay.
Frito-Lay, Inc., headquartered in Plano, TX, is the $11 billion snack food division of PepsiCo, Inc., which is based in Purchase, NY. Frito-Lay is the market leader in half of the world's top 10 snack chip markets with operations in 40 countries and a family of global, multi-billion-dollar brands including Tostitos Tortilla Chips, Lay's Potato Chips, Doritos Tortilla Chips, Ruffles Potato Chips and Cheetos Cheese-Flavored Snacks.