“If Not Now When?” – Doritos Launches Innovative inNw? Campaign

March 1, 2005



PLANO, Texas – Frito-Lay, America’s largest snack food maker, announced today the launch of the inNw? campaign. The inNw? campaign – if not now when? – reaches the Millennial consumer through new television, radio and outdoor advertising. The integrated program also asks Millennials, “if not now when?” through a new text message campaign and an interactive Web site, www.innw.com, where teens can win unique prizes including “breaking into the music industry” as a production assistant, get free music and video game downloads, and much more.

“‘If not now when?’ is all about living life in the now and taking advantage of every single opportunity possible,” said Lora DeVuono, vice president advertising, Frito-Lay North America. “This attitude is what is important to Millennials and it’s how they look at the Doritos brand. The inNw? campaign uses new, innovative approaches to reach consumers with this attitude in ways most relevant to them.”

The inNw? TV campaign launched on February 7 with a 30 second ad supporting Doritos Black Pepper Jack, the latest flavor to become a permanent addition to the brand. The new ad opens with people receiving a compelling text message on their mobile phones that first reads, “inNw?” then “you don’t know jack.” The text messages lead recipients to converge below a billboard for Doritos Black Pepper Jack. The crowd, curious to “get to know jack,” then stomp on the ground in unison causing the giant bag of Doritos Black Pepper Jack to fall from above.

Originally introduced in September 2004 as a “limited time only” product, the decision was made to make the bold new flavor the latest addition to the Doritos family. Available nationally, Doritos Black Pepper Jack combines the flavors of Black Pepper and Pepper Jack Cheese with other spices.

“The consumer response on Doritos Black Pepper Jack has been phenomenal, people literally demanded Doritos Black Pepper Jack stay in the market place,” said Stephen Quinn, chief marketing officer, Frito-Lay North America. “We received twice as many consumer calls complimenting Doritos Black Pepper Jack than any of our other products introduced last year.”

Doritos Black Pepper Jack will join national favorites including Doritos Nacho Cheesier, Doritos Cooler Ranch, Doritos Guacamole and Doritos Salsa, as well as lower fat Baked! Doritos and Natural Doritos. Doritos are another Frito-Lay offering with zero grams of trans fat.

The text messaging campaign invites consumers to text “inNw?” to Doritos at 46691 (inNw?) to learn more. This component of the campaign was developed by HipCricket, a full-service marketing company specializing in opt-in mobile phone marketing. The “inNw?” Web site was designed and built by Tribal DDB Dallas. The interactive Web site features a full-motion “window to the world” where visitors grab coded icons and drop them into an instant messaging interface to unlock hundreds of video & audio clips, games and musings on the “inNw?” philosophy. The new “inNw?” advertising campaign was created by long time advertising agency BBDO New York.

Frito-Lay North America is the convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.