Tostitos Brand “Parties with a Purpose” during Tostitos Fiesta Bowl, Donating $250,000 to Big Brothers Big Sisters and Unveiling New Party-Themed Marketing Campaign

January 2, 2012

New Campaign Brings Tostitos Brand Back to ’Life of the Party’ Heritage

PLANO, Texas - The Tostitos brand today used the national spotlight of the Tostitos Fiesta Bowl broadcast to present Big Brothers Big Sisters with a donation of $250,000 as part of a thrilling conclusion to one of the most exciting social occasions of last year – The Tostitos Fiesta in the Square. Held on Dec. 16, 2011 in New York City, the Tostitos Fiesta in the Square was a one-of-a-kind “party with a purpose” that converted Times Square Military Island into a football endzone where fans took turns attempting field goals. At the event, thousands of fans and VIP Bigs and Littles, along with former football greats, Jim Kelly, Rodney Peete, Antonio Pierce, Eddie George, and Bill and Martin Gramatica, and multi-platinum recording artist, TV personality and Big Brother Nick Lachey, helped the Tostitos brand set a new Guinness World Records® title for the most people to kick successful field goals in six hours, raising money for Big Brothers Big Sisters along the way.  Highlights from the event were shared during halftime of the Tostitos Fiesta Bowl broadcast on ESPN.

While the Tostitos Fiesta in the Square is over, its celebration during the Tostitos Fiesta Bowl officially kicked off a broader marketing campaign for the Tostitos brand that will run through 2012 and bring the brand back to its roots as the “life of any party.”  As a part of this, the brand will literally bring to life its iconic Tostitos tortilla chip bag, which is a first for PepsiCo’s Frito-Lay division.  This new “spokesbag” has arms, a mouth and a ton of swagger, along with a fun, magnetic charm that embodies the brand’s personality.  It serves as the creative centerpiece for a comprehensive campaign that reminds consumers in a light-hearted way that Tostitos is the brand that brings people together and believes in being social.

The new campaign includes three new national/local television spots, two of which debuted  for a nationwide audience during the Tostitos Fiesta Bowl and other BCS bowl game broadcasts.  The campaign also includes a unique digital and social media activation that incentivizes people to join together for parties and post about their social celebrations through the Tostitos Facebook page (www.facebook.com/Tostitos) and Twitter handle (www.twitter.com/Tostitos). In addition, the new spokesbag is featured in print media, as well as banner ads on pop culture and sports websites.
 
“For more than 30 years, the Tostitos brand has been about bringing fans together around the chip and dip bowl, and making any occasion a social celebration,” said Justin Lambeth, vice president, marketing, Frito-Lay. “This new campaign takes us back to our party heritage in a fun and unique way that we hope will spark even more social gatherings in 2012.”

The new Tostitos ad campaign is supported by multiple agency partners, including: TBWA\Chiat Day (brand advertising, creative), OMD (media buying), The Marketing Arm (events) and Ketchum (public relations). 

About Tostitos
The Tostitos brand is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, http://www.fritolay.com/ , the Snack Chat blog, http://www.snacks.com/ and on Twitter at http://twitter.com/fritolay.

About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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About Big Brothers Big Sisters
For more than 100 years, Big Brothers Big Sisters has operated under the belief that inherent in every child is the ability to succeed and thrive in life. As the nation’s largest donor and volunteer supported mentoring network, Big Brothers Big Sisters’ mission is to provide children facing adversity with strong and enduring, professionally supported one-to-one relationships that change their lives for the better, forever.

Partnering with parents/guardians, school, corporations and others in the community, Big Brothers Big Sisters carefully pairs children (“Littles”) with screened volunteer mentors (“Bigs”) and monitors and supports them in one-to-one mentoring matches throughout their course. The organization holds itself accountable for children in the program to achieve measurable outcomes, such as higher aspirations; greater confidence and better relationships; educational success; and avoidance of delinquency and other risky behaviors. Most children served by Big Brothers Big Sisters are in single-parent and low-income families or households where a parent is incarcerated. Headquartered in Philadelphia with as network of about 360 agencies across the country, Big Brothers Big Sisters serves nearly 630,000 children, volunteer mentors and families. Learn how you can positively impact a child’s life, donate, or volunteer at BigBrothersBigSisters.org.