Doritos and Mexican National Soccer Team Kick-off U.S. Partnership

April 4, 2005

PLANO, Texas – Frito-Lay, America’s largest snack food maker, announced today its two-year sponsorship of the Mexican National Soccer team for its El Tri U.S. exhibition soccer tour. The sponsorship includes pre-game and in-stadium activities, television advertising with team members and an in-store soccer fan promotion. The partnership is an extension of the Doritos “if not now when?” campaign launched in February encouraging millennial consumers to “seize the day” through television, radio and outdoor advertising, as well as text messaging.

“The new campaign tells consumers, ‘Ahora es cuando!’ capturing the ‘if not now when?’ philosophy,” said Joe Ennen, vice president marketing, Frito-Lay North America. “Teaming up with Mexico’s National Soccer Team provides a great platform to drive the ‘live life in the now’ Doritos attitude with millennial consumers.”

Doritos is also bringing soccer fans the El Tri Fan Zone, an interactive soccer experience including soccer skills events, product sampling and prize giveaways. The El Tri Fan Zone will be featured during pre-game activities at stadiums hosting El Tri U.S. Soccer Tour exhibition games.

Additionally, as part of soccer tradition, Doritos will give 22 soccer fans from local youth soccer organizations a once in a lifetime experience to escort their soccer idols onto the field as “EmbajaDoritos” before each game and proudly stand with the athletes as both teams’ national anthems are sung.

The partnership will extend in-store with Doritos point-of-sale signage featuring select team members with the message, “Vive tu passion al maximo con Doritos y la Selecion Mexicana.” Through the in-store displays, consumers will have a chance to win tickets to select El Tri U.S. Soccer Tour exhibition games throughout the year.

New Doritos television advertising will feature Mexican National Soccer Team players and is scheduled to break in early May. The “inNw?” campaign was created by BBDO with Spanish language advertising developed by Dieste Harmel Partners.

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.