Frito-Lay is back in the Super Bowl with spots for its Cheetos and Doritos brands.
The National Football League sponsor also plans to remind people to stock up on chips before the game with a broader portfolio campaign featuring former football stars that will also air on Super Bowl Sunday before the coin toss.
Each of the in-game spots will focus on new products: Cheetos Crunch Pop Mix, a combination of Cheetos Crunchy and Cheetos Popcorn that was released on Monday, and Doritos 3D Crunch, a snack introduced in late December that updates the Doritos 3D from 1998. The PepsiCo Inc. snack unit did not confirm whether celebrities would appear in the in-game spots or which agencies are behind the projects.
However, it did release pajama-clad images of NFL stars including Marshawn Lynch, Eli Manning, Peyton Manning, Joe Montana, Jerry Rice and Deion Sanders from the portfolio campaign. That push includes Lay’s, Tostitos, Doritos and Cheetos, and follows a campaign featuring NFL stars including Lynch that coincided with the kickoff of the season.