Frito-Lay Inc.: The Loudest Taste On Earth campaign

Susan Risland

Frito Lay, the world's largest maker of snack foods, launched an advertising campaign in 1997 to introduce new Doritos products, and to increase international sales of tortilla chips.

Frito-Lay Inc.: The Loudest Taste On Earth campaign

Susan Risland

OVERVIEW

Frito-Lay Inc., the world's largest maker of snack foods, launched an advertising campaign in 1997 to focus on a narrow market for its Doritos brand of flavored tortilla chips, to introduce new Doritos products, and to increase the international sales of tortilla chips. Doritos were the top-selling tortilla chips in the United States, but previous advertising had targeted a broad audience, and public awareness of the brand had begun to decline. With "The Loudest Taste on Earth" campaign, the company targeted consumers who were 16 to 21 years old...

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