PLANO, Texas – Frito-Lay today announced that advertising to support Doritos brand tortilla chips will move to Goodby Silverstein & Partners – San Francisco. This Omnicom agency will assume the account beginning March 2006 from BBDO – New York and will be responsible for developing creative for the business in the U.S. BBDO will continue to be the agency of record for Frito-Lay’s flagship Lay’s brand potato chips, as well as Cheetos brand cheese-flavored snacks.
“As the spirit and personality of Doritos has evolved over time, so has the brand’s creative marketing and advertising campaigns,” said Lora DeVuono, group vice president brand marketing and advertising, Frito-Lay North America. “This evolution has led us to Goodby Silverstein & Partners, an agency that can make one of Frito-Lay’s strongest brands even more relevant to consumers.”
Goodby Silverstein & Partners will be responsible for supporting Frito-Lay with the development of overall marketing initiatives and advertising creative for the Doritos brand. The move to Goodby Silverstein & Partners comes on the heels of the brand’s recent packaging and logo re-launch designed to amplify the powerful crunch and bold flavor Doritos is known for, and is consistent with PepsiCo's decision several years ago to bring all its creative work under the Omnicom family of agencies.
“The Doritos brand is a true icon and we look forward to being part of the Frito-Lay team," said Jeff Goodby, Chairman and Co-creative Director of Goodby Silverstein & Partners. "This is a chance to put Doritos front and center in people's minds where it belongs.”
Doritos, which translated means “little bits of gold,” originally launched in 1966 and has since grown into one of America’s leading snack brands with more than $1.5 billion in annual U.S. sales. Flavors include Nacho Cheese, Cool Ranch, Spicy Nacho, Black Pepper Jack, Guacamole, Ranchero, Salsa, Salsa Verde, Taco and Toasted Corn, and the Doritos line includes Baked! Doritos, Natural Doritos and Doritos Light. Like all Frito-Lay North America snack chips, Doritos brands contain 0 grams of trans fats.
Most recently, the brand has introduced Doritos Fiery Habanero, the spiciest and boldest flavor offering from the brand to date. The new flavor has been well received regionally, gaining momentum for the national roll-out later in the year.
Frito-Lay North America is the $10 billion 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.