Doritos Brand Takes Crash The Super Bowl Contest Global -- Inviting Fans Worldwide To Create Ads For $1 Million Grand Prize

   Doritos Brand Takes Crash The Super Bowl Contest Global -- Inviting Fans
              Worldwide To Create Ads For $1 Million Grand Prize

Two Finalists Will Win the Chance to Work with Marvel Studios on the Set of
the Highly Anticipated Movie "Marvel's The Avengers: Age of Ultron"

PR Newswire

PLANO, Texas, Sept. 12, 2013

PLANO, Texas, Sept. 12, 2013 /PRNewswire/ --Marking one of the boldest Super
Bowl advertising announcements to date, the Doritos brand today revealed that
its Crash the Super Bowl contest — where consumers compete to have their own
Doritos ads air in front of a television audience of millions — will be open
to fans around the world. As part of this year's contest, two lucky winners
will see their ads air during Super Bowl XLVIII, the pinnacle of television
advertising. The creators of the two finalist ads will each win the
opportunity to work with Marvel Studios on the set of "Marvel's The Avengers:
Age of Ultron," the highly anticipated sequel to the 2012 blockbuster
"Marvel's The Avengers," which became the third-highest-grossing movie of all
time worldwide. The creator of the ad that receives the most fan votes will
also win $1 million in prize money. This marks the first time Doritos, one of
the flagship brands from PepsiCo's Frito-Lay division, has guaranteed a cash
prize of this magnitude. More details are available at

Since 2007, the annual Crash the Super Bowl contest has invited U.S. consumers
to create and submit 30-second homemade ads celebrating their love of Doritos
tortilla chips. For this year's contest, adults from anywhere in the world
where Doritos tortilla chips are sold can compete. A qualified panel of
judges, including executives from the Doritos brand, advertising professionals
and the legendary Stan Lee of Pow! Entertainment — chairman emeritus of Marvel
Studios and creator of such Super Heroes as Iron Man™, Spider-Man™ and others
— will select five finalist ads. From there, the world will be invited to vote
for their favorite.

Ultimately, two spots will air during the Super Bowl broadcast — one will be
selected by fan votes on and the other by the Doritos brand.
The creators of both winning ads will receive the opportunity to work on the
set of "Marvel's The Avengers: Age of Ultron" and the ad with the highest
total number of votes will win its creator the $1 million grand prize. The
runner-up will receive $50,000.

"Incredible content has no geographical boundaries," said Ann Mukherjee,
senior vice president and chief marketing officer, PepsiCo's Frito-Lay
division. "As a brand that spans 46 countries on six continents, we know
firsthand that regardless of where our fans are located, they are all about
seizing the moment and making an impact in the boldest way possible. With
Crash the Super Bowl, we're now delivering an unprecedented opportunity for
fans around the globe to share their talent and creativity on one of the
world's largest advertising stages."

Since Crash the Super Bowl was first introduced, the Doritos brand has seen
consumers create more than 20,000 ad submissions with the winning spots
consistently ranking among the most memorable and buzzed-about Super Bowl
commercials. As a result, the creators of these top-ranked winning ads have
been awarded millions of dollars in grand prize money and have gone on to
receive commercial work, Hollywood representation and other life-changing

This year's winners will have the career-altering opportunity to work with
Marvel Studios on the set of "Marvel's The Avengers: Age of Ultron." Marvel
Studios, a division of Marvel Entertainment, produces movies based on the
world's most prominent and iconic comic books. With a library of more than
8,000 characters, Marvel Studios has created such blockbuster film franchises
as Marvel's "Iron Man," "The Incredible Hulk," "Thor," "Captain America," and
"Marvel's The Avengers." Marvel Entertainment is a wholly owned subsidiary of
The Walt Disney Company.

"Marvel is all about creating unique characters, telling intriguing stories
and engaging audiences in the boldest ways possible, which is what the Crash
the Super Bowl contest does for Doritos fans and makes this collaboration so
powerful," said Stan Lee. "The winners of this contest will have the
incredible opportunity to not only see their work broadcast to millions on the
Super Bowl, but also become a part of the Marvel family and work with some of
the most dynamic talents in the entertainment industry today."

The worldwide expansion of the Crash the Super Bowl contest comes as the
filmmaking community continues to build its global footprint, with aspiring
directors and artists around the world seeking opportunities to break into the
entertainment business and make their mark. In the last decade alone, total
box office spending has risen by one-third in North America while more than
doubling in other parts of the world[1]. And with top-ranked film schools
located in cities, such as Beijing, Sydney, Munich and Prague, an abundance of
cinematic talent is coming from every corner of the globe.

Each of the five Crash the Super Bowl finalists will win an invitation to
Rutherford, N.J., to attend Super Bowl XLVIII and watch the game from a
private luxury suite, where they will tune in to learn which finalist ads will
air for the world's attention. The three finalists whose commercials don't air
during the broadcast will each win $25,000. The Super Bowl XLVIII broadcast is
set for Sunday, Feb. 2, 2014, on FOX.

As one of the leading snack brands in the world, Doritos has a presence in 46
countries and six continents. With flavors ranging from Nacho Cheese and Cool
Ranch to Sweet Chili Pepper and Tangy Cheese, the worldwide Doritos portfolio
currently offers more than 70 unique varieties.

PepsiCo's relationship with the NFL is among the company's longest-running and
most-successful sports sponsorships. PepsiCo will leverage its relationship
with the NFL to connect with consumers throughout the season with activations
spanning many of the company's largest food and beverage brands, including
Pepsi, Tostitos, Quaker, Doritos and Gatorade.

About Marvel Entertainment
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney
Company, is one of the world's most prominent character-based entertainment
companies, built on a proven library of over 8,000 characters featured in a
variety of media over seventy years.Marvel utilizes its character franchises
in entertainment, licensing and publishing.For more information 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 from
treats to healthy eats; 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 visit

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[1] IHS Screen Digest, 2011

SOURCE Frito-Lay

Contact: Chris Kuechenmeister, Frito-Lay, 972-334-2044 office,
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