A national TV and print campaign breaks this week for the product, which was market-tested for six months in Midland, Texas.
Frito-Lay also will undertake a "massive" sampling push, said an executive familiar with the plan, scheduled for the end of July.
NO BAKED DORITOS
Reduced-Fat Doritos, containing 5 grams of fat per serving as compared to regular Doritos' 7 grams, treads the middle ground above baked products, classified as containing 2 grams of fat or less (AA, Feb. 12). According to the executive, Doritos' "taste profile" doesn't lend itself to a baked line extension as does Lay's and Tostitos.
Frito-Lay and agency BBDO Worldwide, New York, are withholding details of the launch and ad campaign. But the commercial is said to move away from the celebrity approach taken by Baked Lay's (supermodels) and Tostitos (Chris Elliott).
The focus instead will be on taste and the low-fat attributes.
The Doritos push will more than double the advertising outlay for Doritos in the first quarter of 1996.
PaineWebber analyst Manny Goldman estimates Doritos' first-quarter spending at $12.9 million, a 21% drop from the same period in 1995. Nearly all that support went to regular Doritos, he said.
ROLD GOLD PUSH
The investment in Doritos comes while Frito-Lay also makes its big play for Rold Gold pretzels, with a new campaign featuring Jason "Pretzel Boy" Alexander (AA, June 10).
In the series of three spots airing on the Olympics, Mr. Alexander is threatened with expulsion from the USA Basketball Dream Team because his prowess comes from a secret weapon-the pretzels.
Also in the commercial is Chicago Bulls star Scottie Pippen, who pledges his allegiance to Pretzel Boy.