Consumer contest rewards creativity with a heap load of cash

    Up for grabs: $25,000, one per cent of Canadian flavour sales and the
    title of Guru

    TORONTO, Feb. 17 /CNW/ - The latest flavour of Canada's favourite
flavoured tortilla chip is nameless and Doritos is calling on consumers for
help. Launched yesterday, Become the Doritos(R) Guru Contest is a nation-wide
contest that asks Canadians to name the newest Doritos flavour and create a 30
second commercial about what the flavour inspires in them. The winner will be
declared "The Doritos Guru", receive $25,000 cash and one percent of their
flavour's Canadian net sales. Stardom is also up for grabs as the winning
submission will be aired on national television as the brand's new commercial.
    "At Doritos, we're all about breaking new ground and putting the consumer
in control," says Tony Matta, Vice President, Marketing at Frito Lay Canada.
"This contest is an opportunity for Canadians to show their creativity and
walk away with some serious cash. The Doritos brand was built by the consumer
so we decided to let the consumer keep calling the shots with the Become the
Doritos(R) Guru Contest."
    The new, nameless flavour is available in plain white bags at retailers
across Canada, and contest submissions are being accepted at from now until March 18, 2009. While each submission must
be in video format and 30 seconds in length, the way that entrants showcase
their inspiration is open - dance, comedy, digital, painting - almost anything
    For Canadians who are interested in playing the part of critic rather
than content creator, the program allows consumers to cast votes for their
favourite submissions while vying for a chance at daily and weekly prizes.
These votes, along with a panel of judges which includes Canadian musicians
Colin and John Angus MacDonald from The Trews and basketball star Chris Bosh,
will help to decide the top five finalists. Canadians will then vote for the
video and consumer that will win the ultimate prize. The winning submission
will be revealed on May 1, 2009.
    "When I heard about the Doritos Guru program I jumped at the chance to be
a part of it," says Bosh. "The idea that one Canadian will have a chance to
showcase their talent and win a huge prize is really unique. I'm excited to
see what creative lengths people will go to."
    The Become the Doritos Guru Contest is supported with a Facebook fan
page, an extensive advertising campaign on national television and online, and
media partnerships with MuchMusic and Astral Media.
    For more information, to view submissions, and full contest rules, please

    About Doritos and Frito Lay Canada

    Doritos is Canada's favourite brand of flavoured tortilla chip, leading
the market in all regions. Frito Lay Canada is a member of the PepsiCo, Inc.
family of companies and is Canada's largest snack food company.

For further information:

For further information: and interview requests, please contact Kim
Saunders, Fleishman-Hillard: (416) 645-8200,; Danica
Wolfe, Fleishman-Hillard: (604) 688-2505,; Janessa
Bishop, Fleishman-Hillard: (613) 688-7796,

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