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

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 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 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

"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 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 and Frito-Lay at the corporate website,, the Snack Chat blog, and on
Twitter 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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SOURCE Frito-Lay North America

Contact: Alexia Allina, Frito-Lay, 972-334-5664,
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