9/14/2006

Seeking to build buzz for its brand among its core 16-to 24-year-old market, Frito-Lay's Doritos will stage a contest for the best homemade commercial in which the winner will have a 30-second spot aired during the Super Bowl on Feb. 4 on CBS. The winning entry, which will be the first such DIY spot to air during a Super Bowl, is intended to bring "consumers into the brand with an experience that's important for them," according to Frito-Lay marketer Ann Mukherjee.

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