RIHANNA, DORITOS UNVEIL INTERACTIVE MUSICAL EXPERIENCE FOR FANS WORLDWIDE;
FEATURES DEBUT OF NEW SINGLE "WHO'S THAT CHICK"

Special-Edition Doritos Late Night Bags, Now Available Globally, Serve as Tickets to Access Augmented Reality Performances from Rihanna and 360-degree viewing experience with Canadian band Down With Webster

TORONTO, Oct. 20 /CNW/ - The Doritos brand today unveiled its highly anticipated collaboration with multi-award winning artist Rihanna. Through an augmented reality music experience that showcases the multiple facets of Rihanna's personality and style, Doritos is debuting the special single, "Who's That Chick," by David Guetta featuring Rihanna. To create a truly global scope, the experience also includes exclusive performances by a collection of additional recording artists from around the world, including Canadian breakthrough group, Down With Webster. This one-of-a-kind interactive performance is offered at www.doritoslatenight.com and the augmented reality content can be accessed with special-edition Doritos Late Night bags.

While Rihanna serves as the Doritos Late Night headliner, this exclusive offering features artists including Canada's Down With Webster, the UK's Professor Green, Turkey's Mor Ve Otesi, Brazil's Sensacional Orchestra Sonora and South Africa's Teargas. Each band, highly recognized in the music scenes of their respective markets, will use the Doritos Late Night platform to reach and interact with fans in a whole new way.

Frito Lay Canada is offering a special Canadian music experience for fans from around the world visiting www.doritoslatenight.com: an exclusive interactive video with Down With Webster, the seven-piece hip-hop/rock/pop band from Toronto. DWW, which is exploding in popularity and has gained tremendous acclaim with their phenomenal live shows, multiple top 10 radio hits and No.1 videos from their debut album, Time to Win, vol.I, is representing Canada on the global website with an exclusive 360-degree music experience of their new song "She's Dope".

"Doritos Late Night is a proud supporter of local music and as part of this global music event, the brand is also turning the spotlight on five local bands making big waves right now, one of which is our own Canadian phenomenon Down With Webster," said Tony Matta, vice president, marketing, Frito Lay Canada. "This is an excellent opportunity for Canadian fans to see one of their favourite bands, and for international fans to discover one of Canada's biggest new musical stories, up close and personal like they've never seen before, from the comfort of their own home."

In early September, a small portion of the Doritos Late Night "Who's That Chick" experience was unexpectedly released online, setting off a wide range of speculation among music fans and pop culture commentators. What was rumoured to be anything ranging from a product placement deal to television commercials featuring a new Rihanna song, actually stands as a one-of-a-kind, interactive music experience that the Doritos brand created especially for worldwide fans of Rihanna's music.

"We've made a conscious effort with Doritos to focus our marketing around breakthrough interaction and collaboration with our fans, and our partnership with Rihanna is a perfect example of providing a truly unique experience around an artist they are passionate about," said Rudy Wilson, vice president, marketing, Frito-Lay North America. "She is an artist known for pushing the boundaries in order to provide her fans with the best when it comes to entertainment, and our fusion of music and technology fits perfectly with what she is about and what her fans have come to expect."

Designed to put control of the experience in consumers' hands, the Rihanna augmented reality performance is available in both day and night settings. Fans are able to unleash Rihanna's late-night side by pointing a graphic symbol located on the back of Doritos Late Night special-edition bags at a web cam. Fans can personalize Rihanna's performance by the way they hold and move the bag, offering up a new experience each and every time.

International superstar, Rihanna is known for her incredible style and chart topping hits. The multiple Grammy-winning artist's work on "Who's That Chick," will be released on David Guetta's upcoming album, ONE MORE LOVE, on Nov. 29, and she is featured on bags of Doritos Late Night for a limited time.

"I'm really excited about 'Who's That Chick' and wanted to find a fresh and unique way to share it with my fans," said Rihanna. "When I saw how cool the augmented reality performance Doritos created was, I knew this was it. This was the way I wanted to make 'Who's That Chick' available to the world, and I can't wait to see how my fans get engaged in this innovative experience."

Intended to inspire the uninhibited "late night" side of Doritos lovers, the Doritos Late Night flavours launched in Canada in July, 2010 and include All Nighter Cheeseburger and Last Call Jalapeno Popper.

About Frito Lay Canada and Doritos(R)

Frito Lay Canada is a member of the PepsiCo, Inc. family of companies and is Canada's largest snack food company. Doritos(R) is Canada's favourite brand of flavoured tortilla chip, leading the market in all regions. For more information, please visit www.Doritos.ca. Doritos(R) is one of PepsiCo Inc.'s flagship brands.

About PepsiCo Canada

PepsiCo's businesses in Canada are organized into two business units. PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods & Snacks businesses. PepsiCo Beverages Canada includes Pepsi-Cola Canada, Gatorade and Tropicana. For more information, please visit www.pepsico.ca.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

For further information: Megan Johnson, Fleishman-Hillard Canada, 416-645-3643, [email protected]