Ruffles And NFL Star Eric Decker Team Up For New #RoughLife Campaign To Sympathize With People For Their Trivial Problems

   Ruffles And NFL Star Eric Decker Team Up For New #RoughLife Campaign To
              Sympathize With People For Their Trivial Problems

Leading up to the 2014 NFL Draft, People can Tweet their 'Rough Stories' Using
Hashtag #RoughLife For a Chance to Win NFL Prizes

PR Newswire

PLANO, Texas, April 24, 2014

PLANO, Texas, April 24, 2014 /PRNewswire/ --Ruffles potato chips have long
been the solution to one of the greatest problems guys face — as in, why can't
there be a chip that holds more dip, packs more flavor, and has more crunch?
Given the brand's role in solving this important age-old dilemma, Ruffles is
now embarking on a mission to shine a spotlight on other ridiculous "problems
that aren't really problems" with a new digital marketing campaign known
simply as #RoughLife. Whether it's having their potato chips break in a thick
dip, or their friend block the television during the biggest play of the game,
the Ruffles brand is here for its fans, eager to lend those in need a helping
hand.

Celebrating its role as the star player (and snack of choice) for any football
gathering, the Ruffles brand will kick off its #RoughLife campaign by asking
people to Tweet their trivial problems using the hashtag #RoughLife for a
chance to win NFL-related prizes. From now through the start of the 2014 NFL
Draft on Thursday, May 8, the Ruffles brand will follow #RoughLife Tweets,
selecting 150 winners who will earn NFLShop.com gift cards. "Problems" can
range from their favorite drink not being a twist off, to being out of town
when their favorite NFL team hosts one of its biggest rivals. People can visit
www.Ruffles.com/NFLDraft for more details and official rules.

The Ruffles brand has enlisted the support of newly appointed New York Jets
wide receiver, Eric Decker, who stars in a digital short, released today, that
features Decker helping a guy through his own #RoughLife moment – having
planned an unforgettable date night on the same night as the NFL Draft.
Decker's recent experience — moving from a franchise where he was already
well-established, to a team in one of the most exciting cities in the world —
is in itself a #RoughLife experience that has cemented Decker's role as a
relatable expert who can help people face their own #RoughLife moments. The
video can be seen at www.YouTube.com/Ruffles.

"When I first signed with my new team, I thought about how I was going to have
to move my family across the country, join a new team environment, and build
new relationships. But then I realized — 'this isn't really a problem — I'm
going to play for a great organization in the greatest city,'" said Decker who
was drafted to the NFL in 2010.

"The Ruffles brand has long prided itself in being a solution to a major
problem our fans face — needing a sturdier chip to withstand the pressure of
their thick dip. Now we're bringing to light the multitude of other 'problems'
our fans deal with on a daily basis, offering a platform for them to voice
their quote-unquote rough stories," said Christina Menendez, senior director
of marketing, Frito-Lay. "The #RoughLife campaign celebrates the absurd and
hilarious nature of consumers' trivial problems that have permeated
pop-culture in recent years."

While #RoughLife launches leading up to the NFL Draft, the campaign will
continue to live throughout the year on the Ruffles Facebook and Twitter
pages. This includes the introduction of more #RoughLife digital content and
opportunities for people to share their #RoughLife moments. For more
information please visit www.Ruffles.com and be sure to check out all of the
#RoughLife stories shared by people through Twitter.

About Ruffles Potato Chips
Ruffles potato chips 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. Learn more about Ruffles at
http://www.facebook.com/ruffles and Frito-Lay at the corporate website,
http://www.fritolay.com, the Snack Chat blog, http://www.snacks.com/ and on
Twitter at www.twitter.com/fritolay.

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 www.pepsico.com.

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SOURCE Frito-Lay North America

Website: http://www.fritolay.com
Contact: Alexia Allina, Frito-Lay, 972-334-5664, Alexia.Allina@pepsico.com
 
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