For Doritos, "if not now, when"

03/2/2005 | Adweek

In an effort to appeal to teenagers and accommodate their shorter attention spans, Frito-Lay is expanding on a marketing concept for Doritos it launched in September 2004 that used text messaging shorthand to promote its Black Pepper Jack flavor. The campaign uses a Web site designed by Tribal DDB and a TV spot by BBDO and features the tagline "inNw?" -- chat lingo for "If not now, when?"

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