Frito-Lay Joins Forces to Welcome May 19 Release of Star Wars: Episode III Revenge of the Sith

April 6, 2005



PLANO, Texas – After celebrating the releases of Star Wars Episodes I and II, Frito-Lay, America’s largest snack food maker, announced today that the adventure continues with Star Wars: Episode III Revenge of the Sith – this year’s most anticipated movie release. The “May The Fun Be With You” program created to reach Star Wars fans in galaxies far, far away, includes Star Wars-themed packaging, an in-bag prize giveaway promotion and in-store displays picturing scenes and characters from across the epic Star Wars saga. The Frito-Lay promotion kicks off nationally in April prior to Revenge of the Sith’s May 19, 2005 worldwide release.

New this year, and for a limited time only, Frito-Lay is launching Star Wars-inspired Twisted Cheetos snacks that temporarily change the color of your tongue. Star Wars fans who bite into the ordinary looking Cheetos cheese flavored snacks will be surprised to discover whether they are crunching on either “Darth Vader Dark” or “Yoda Green” colored Cheetos snacks. While Star Wars fans’ mouths will mysteriously turn either black or green, fans from both sides of the Force will get the same dangerously cheesy taste.

In specially marked bags of Lay’s Classic and Lay’s Wavy potato chips, consumers will find a game piece as part of the “May The Fun Be With You” in-bag promotion. Each game piece includes one of 12 exclusive sticker designs featuring Star Wars characters and gives consumers the chance to instantly win a trip for four to Orlando, FL, a home entertainment systems or ticket packages to see Episode III this summer.

“The excitement is building for Star Wars: Episode III Revenge of the Sith and Frito-Lay is thrilled to tap into that excitement with Star Wars fans across the country,” said Haston Lewis, vice president, Shopper Marketing, Frito-Lay. “As consumers line-up for Episode III, Lay’s and Cheetos will be able to give them a ‘taste’ of the movie in-store before it opens.”

"When we set out to bring the last Star Wars episode to the big screen, we wanted to engage our fans in a celebration that would excite them both inside and outside the theater," said Jim Ward, vice president of Marketing and Distribution for Lucasfilm. "We love that Frito-Lay has taken some of their most-loved snack foods and created a whole new, fun experience for movie-goers that will help make the Star Wars saga even more memorable than before."

Scenes and characters from Star Wars: Episode III Revenge of the Sith will jump from the big screen to stores across the country and will be featured on point-of-sale displays and Frito-Lay packaging including Lay’s Classic, Lay’s Wavy, Lay’s Stax, Cheetos and single serve 24-count Multipack offerings. Additionally, the partnership will be supported by a national newspaper coupon in early May.

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.