Virtual path to teen tummies; Doritos heavies up on Internet ad efforts to reach elusive, snack-scarfing youths.(PepsiCo's Frito-Lay Internet advertising)

Advertising Age, November, 2002 by Thompson, Stephanie

Byline: STEPHANIE THOMPSON

Not all the chips are down in dot-com land. Earlier this year, PepsiCo's Frito-Lay surprised the industry when it decided to forgo Super Bowl TV advertising for Internet initiatives as a way of trying to reach elusive teen-agers. And Cammie Dunaway, VP-general manager of marketing for Frito-Lay's kids and teen-targeted brands, a portfolio worth $4 billion in annual sales, says the marketer was so pleased with the results that it will commit at least as much to the Internet next year for Doritos.

The PepsiCo snack unit spent roughly 9% of the Doritos annual marketing budget on the Web in 2002. Frito-Lay's Doritos spent $16 million in measured media from January through July of 2002, down 24% from the same period a year...

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