Doritos Brand Makes Bold Return To South By Southwest; Empowers Fans To Choose Up-And-Coming Hip Hop Artist To Open For

Doritos Brand Makes Bold Return To South By Southwest; Empowers Fans To Choose
 Up-And-Coming Hip Hop Artist To Open For Headliners LL COOL J, Public Enemy,
                          Ice Cube And Doug E. Fresh

- Winner to also score life-changing opportunity to join LL COOL J on his
upcoming "Authentic" tour

- #BoldStage set to deliver unrivaled interactive experience - putting control
of concert experience into fans' hands as part of the Doritos "For the Bold"
global campaign

PR Newswire

PLANO, Texas, March 6, 2013

PLANO, Texas, March 6, 2013 /PRNewswire/ --Doritos, one of the marquee brands
from PepsiCo's Frito-Lay division, today announced its return to the South by
Southwest (SXSW) Music Conference and Festival in Austin, Tex., complete with
its signature vending machine stage, which will now stand at 62-feet tall and
have a bigger and bolder presence than ever before. From Thursday, March 14
through Saturday, March 16, 2013, the Doritos brand will take over the corner
of 5^th and Red River with a digital and interactive concert experience that
can't be found anywhere else.

During Thursday night's main event, three up-and-coming musical artists will
compete to determine who is bold enough to open for the evening's
larger-than-life headliners: LL COOL J, Public Enemy, Ice Cube and Doug E.
Fresh with the winner being determined through fan engagement on Twitter.
Beyond selecting the opening act, major elements of the concert experience
will also be in the hands of fans in Austin and beyond as they control special
effects throughout the vending machine stage and help select LL COOL J's
encore song. The entire experience will be streamed live on the Doritos
Facebook Page.

"Making it in the music business is no easy task, but SXSW can serve as the
perfect launching pad for the next big thing in hip hop this year," said LL
COOL J, a two-time GRAMMY^® award winner, who is prepping to release his new
album, "Authentic." "It takes unwavering commitment, raw talent and a desire
to go where no one else in the industry has gone before. That's why I love
that Doritos is offering a stage at SXSW to give an opportunity to talented
up-and-coming acts. And, if they're bold enough to gain the fans' attention,
there is no better place to be discovered."

In partnership with SXSW organizers, the Doritos brand picked three
up-and-coming musical artists from around the world to compete in Thursday
night's battle royale. Each artist will perform one song to convince fans they
deserve a place on the Doritos #BoldStage opening for the likes of LL COOL J.
Immediately following the performances, fans will be asked to determine the
winner by voting via Twitter. Doritos technology partner Mass Relevance's
best-in-class social engagement platform will be curating real-time content
from Twitter to visualize voting results and enable the official opening act
to be named right after voting closes. The winning hip hop artist will not
only play a 15-minute set on the Doritos #BoldStage, he or she will also have
a chance to perform with LL COOL J during his 2013 "Authentic" tour. The
artists in alphabetical order are:

  oDevin Miles: Devin Miles is a college student and a rising emcee, with the
    lyrical capacity to rival many other young artists. The 21-year old
    Pittsburgh native has been defined as "a rising wordsmith" and proves that
    a mindset of hard work and determination truly pays off.
  oSeth Sentry: Dominating the Australian airwaves with singles like "My
    Scene," "Float Away" and "Dear Science," Seth Sentry is a Melbourne hip
    hop artist who most recently won Channel V's 2012 Oz "Artist Of The Year."
    His debut album"This Was Tomorrow" impressed listeners everywhere and his
    touring schedule resulted in sell-out headline shows around Australia, as
    well as appearances at numerous festivals.
  oSnow Tha Product: At just 24-years-old, bilingual lyricist Snow Tha
    Product, originally from San Jose, California but now calling Texas home,
    proves that there are no boundaries to her songwriting and performance
    abilities. Now signed to Atlantic Records, Snow is currently gearing up to
    release "Good Nights & Bad Mornings: The Hangover," a follow up to her
    critically acclaimed mix tape "Good Nights & Bad Mornings."

In the weeks prior to and throughout the main event on March 14, fans can
interact with the 62-foot-tall Doritos vending machine, also equipped with a
four-story-tall LCD screen, using the hashtag #BoldStage on Twitter or
Instagram. Throughout the weekend, the Mass Relevance platform will be working
behind the scenes so that fans can share photos of their bold moments for the
chance to see those images projected on to the larger-than-life screen between
musical sets. The Doritos brand also will reveal other bold fan challenges
through the weekend via Doritos brand social media channels. Fans bold enough
to join the conversation can visit the Doritos Facebook Page or follow the
Doritos brand via Twitter using #BoldStage for more details.

The Doritos #BoldStage at SXSW serves as the official launch of the brand's
first-ever global design and marketing campaign, "For the Bold." The campaign
is being supported with a new logo and updated packaging that is being rolled
out globally, along with TV and digital advertising set to launch in
conjunction with the music festival. "For the Bold" builds on the brand's
heritage of putting control in the hands of Doritos fans and empowering them
to live for now and do things differently, as seen through unprecedented
crowd-sourcing opportunities like Doritos Crash the Super Bowl, Unlock Xbox
and now the Doritos #BoldStage at SXSW.

"We know that Doritos consumers live for the moment – they would do anything
to break out of the norm of everyday life, to experience more and live more,"
explained Ram Krishnan, vice president of marketing, Frito-Lay. "The 'For the
Bold' campaign is about bringing that very desire to life, joining our fans in
their hunger for more and creating unforgettable memories and the boldest
experiences possible along the way, beginning at SXSW."

The #BoldStage by Doritos is an official SXSW music venue and will be open to
the public from Thursday, March 14 through Saturday, March 16, 2013. It is
located at the corner of 5th Street and Red River in the Carmelo's Restaurant
parking lot. In addition to being a must-experience interactive destination at
SXSW, the giant vending machine will host performances by music's next big
talents across genres ranging from hip hop to rock. For a full list of
scheduled performances, visit

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:

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SOURCE Frito-Lay North America

Contact: Alexia Allina, Frito-Lay, +1-310-266-1227,
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