Frito-Lay, Inc.

Michael Fox, Marketing Director
Dana Allen, Brand Manager

Goodby, Silverstein & Partners *Lead Agency

Rick Condos, Executive Creative Director
Hunter Hindman, Executive Creative Director
Marc Sobier, Associate Creative Director
Nancy Reyes, Group Account Director
Ted Florea, Group Brand Strategy Director
McKay Brown, Brand Strategist
Christine Chen, Group Communication Strategy Director
Amanda Sklad, Communication Strategy Director

OMD

Doritos Late Night was one of nearly thirty new product introductions in the salty snack category in 2009. We had to create a hit where only 3% of launches become one. We realized our audience snacked more on entertainment than they did on chips. By thinking like an entertainment company, rather than just selling snacks, we transformed a bag of chips into a ticket for an exclusive music performance. In so doing, we helped create the most valuable salty snack introduction of 2009 and a long-term platform for the brand.