Frito-Lay readies new logo, tag

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PepsiCo's Frito-Lay, Plano, Texas, announced plans to introduce a new corporate logo and corporate tagline. Landor Associates, San Francisco, is designing the logo and BBDO Worldwide, New York, the new tagline, "Food for the fun of it." The efforts, along with beefed up ad spending, are part of a plan to build a "master brand identity that focuses more on the Frito-Lay brand than on particular products within the portfolio," said an executive close to the company.

Copyright October 1999, Crain Communications Inc.

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