Creator Of Doritos "Fashionista Daddy" Super Bowl Ad Wins Grand Prize To Work With Michael Bay On Paramount Pictures' And

Creator Of Doritos "Fashionista Daddy" Super Bowl Ad Wins Grand Prize To Work
    With Michael Bay On Paramount Pictures' And Hasbro's 'Transformers 4'

Consumer-Created Doritos Ads Once Again Crash the Super Bowl, Rank Among Most

PR Newswire

PLANO, Texas, Feb. 4, 2013

PLANO, Texas, Feb. 4, 2013 /PRNewswire/ --The Doritos brand today announced
that its consumer-created commercial "Fashionista Daddy," which aired for the
first time nationally during yesterday's Super Bowl XLVII broadcast, has
scored its creator, 29-year-old Mark Freiburger of Los Angeles, the
career-changing opportunity to work with acclaimed film director Michael Bay
on the next installment of the blockbuster "Transformers" movie franchise from
Paramount Pictures and Hasbro, set to be released on June 27, 2014. The
grand-prize comes as "Fashionista Daddy" was the highest ranking of the
Doritos consumer-created ads on the USA TODAY Super Bowl Ad Meter, scoring a
No. 4 ranking.

In addition to "Fashionista Daddy," the consumer-created Doritos ad "Goat 4
Sale" also received airtime during Sunday's game. Created by 28-year-old Ben
Callner of Decatur, GA, "Goat 4 Sale" scored No. 7 on the USA TODAY Ad Meter
rankings. The two ads that aired were among five finalist ads selected by the
Doritos brand from thousands of submissions received as part of the annual
Crash the Super Bowl contest.

Since Crash the Super Bowl began in 2007, consumer-created Doritos ads have
consistently ranked within the top-five spots on the USA TODAY Ad Meter, and
three of the last five years they have scored the No. 1 ranking.

"The Doritos brand has always been about offering our consumers the biggest,
boldest opportunities imaginable. And it doesn't get much bolder than turning
over the world's biggest advertising stage to our fans," said Ram Krishnan,
vice president of marketing, Frito-Lay North America. "We are so excited to
award Mark the chance to work with one of the most acclaimed directors of our
time. It's an exciting finish for one of the most exciting engagement programs
the Doritos brand has created to date."

As part of this year's competition, all five finalists received $25,000 and a
trip to attend Super Bowl XLVII in New Orleans. Bonus cash prizes were based
on how each winning ad ranked in the USA TODAY Ad Meter. The payouts were as

  o$1 million awarded for an ad that scores the No. 1 spot on the USA TODAY
    Ad Meter
  o$600,000 awarded for an ad that scores the No. 2 spot on the USA TODAY Ad
  o$400,000 awarded for an ad that scores the No. 3 spot on the USA TODAY Ad

Created in 1989, the USA TODAY Ad Meter has been regarded as the most
influential Super Bowl ad rating in the advertising industry. USA TODAY Ad
Meter does not sponsor and is not affiliated with the contest.

PepsiCo's relationship with the NFL is among the company's longest running and
most successful sports sponsorships. PepsiCo leverages its sponsorship with
the NFL to connect with consumers throughout the season, culminating at the
Super Bowl with exciting activations by the company's largest food and
beverage brands. Examples include:

  oPepsi sponsored theSuper Bowl XLVII Halftime Showin New Orleans
    featuring global music icon Beyoncé, bringing Pepsi's signature style of
    consumer engagement to pop culture's biggest stage.
  oThe nationalPepsi NFL Anthems program brought to life original anthems
    for seven iconic NFL teams and featured some of today's most talented
    musical artists and players.
  oTheNFL PLAY 60 Super Bowl Contestpresented by Quaker offered
    once-in-a-lifetime prizes to inspire kids who make eating right and
    physical fitness a priority, with one grand prize winner selected to go to
    Super Bowl XLVII and run the game ball onto the field.
  oGatorade and the Gatorade Sports Science Institute have been working
    closely with 11 NFL rookies this year to help guide their fueling plans
    and help improve performance, with each rookie's story documented in a web
    series called "Everything to Prove"
  oSince 1983, Gatorade has partnered with the NFL to fuel its athletes
    across all 32 teams. For Super Bowl XLVII, Gatorade fueled the two
    competing teams with a highly-visible sidelines presence as well as a fuel
    presence in the locker rooms and training facilities.
  oThrough thePepsi MAX NFL Rookie of the Weekprogram, fans voted for a
    stand-out Rookie each week of the 2012 NFL regular season and finalists
    throughout the month of January, leading up to the announcement of the
    Pepsi MAX NFL Rookie of the Year in New Orleans the night before the Super
  oAll season long, the"Make Your Game Day Official"promotion gave
    consumers who capture Frito-Lay snacks and Pepsi beverages together a
    chance to win official NFL prizes, including a trip to Super Bowl XLVII.
  oNFL and Super Bowl-branded Pepsi packaging, national product displays with
    Pepsi, Frito-Lay, Quaker and Gatorade, and local New Orleans-themed
    point-of-sale materials engage fans in the marketplace.

About Doritos
Doritos tortilla chips is one of the billion-dollar 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. To learn more
about the Doritos brand, visit its website at or on Twitter at or on Facebook at

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than
$65 billion and a product portfolio that includes 22 brands that generate more
than $1 billion each in annual retail sales. Our main businesses – Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable
foods and beverages that are loved throughout the world. 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 by conserving energy and water 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

Follow PepsiCo:

  oTwitter (@PepsiCo)
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  oPepsiCo Press Releases
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HASBRO, TRANSFORMERS and all related characters are trademarks of Hasbro.
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SOURCE Doritos

Contact: Chris Kuechenmeister, Frito-Lay, +1-214-422-8901,
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