Doritos woos French
PepsiCo said it plans to spend $5 million on media advertising in France for Doritos this year and another $1 million on promotions. Doritos is aiming for a 5% share of France's savory snacks market by the end of this year, compared with 1.8% in the first four months of the year. A new TV and movie theater campaign from BBDO, Doritos' global agency of record, targets the 15-to-25-year-old age group.
Doritos is also partnering with Pepsi-Cola in a joint movie theater festival called the Doritos Pepsi Show. Doritos will also give away 800,000 bags of the snack as free samples at movie theaters.