For the first time, Pepsi’s Doritos brand — a part of the Frito Lay division — is partnering up with the Pepsi MAX brand for the contest, which is being launched in L.A. on Wednesday featuring Betty White. “We want our consumer to go bigger, to double their chances to win,” Ann Mukherjee, chief marketing officer of Frito Lay said.
White recently hosted Saturday Night Live after months of campaigning by members of the Facebook community, and White’s Super Bowl ad was immensely popular.
This year contestants can create and upload their 30-second commercials for Doritos chips or Pepsi MAX or both to crashthesuperbowl.com from September 27 to November 15. Those who make it to the top ten finalists shortlist — to be announced in January — will each win $25,000.
An award of $1 million will be paid for an ad that scores number one on the USA TODAY ad meter, $600,000 for an ad that scores number two on the ad meter and $400,000 will be awarded for an ad that scores number three. The individual whose ad scores highest will be hired by PepsiCo to create an ad to feature both brands to air next year.