Frito-Lay marketing executive shares Super Bowl strategy

09/14/2009 | Brandweek

Ann Mukherjee, group vice president of marketing for Frito-Lay, says the brand is offering $5 million in prizes for consumer-generated Super Bowl Doritos ads because "every time we raise the bar, our consumers step up." Last year's contest, with $1 million in prizes, "exceeded all of our expectations," she said, generating buzz and social-media attention, as well as Super Bowl viewers.

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