Frito-Lay Looks To Latinos

Dieste’s Doritos Work Gets National Hispanic Play
DALLAS–Frito-Lay is rolling out a Doritos test market campaign created last year by Dieste & Partners to a national audience, while the Dallas agency works on additional ads aimed at Latino consumers.
Sources said the Plano, Texas-based snack food maker will spend a company high $6-10 million on marketing efforts directed at U.S. Hispanics this year.
An undisclosed portion of that budget is being spent during Univision’s World Cup soccer coverage. A 30-second television commercial touting Doritos Salsa Verde chips is airing during the matches and will continue through 1998 on the Univision and Telemundo networks.
The television spot was adapted by Dieste & Partners from work developed by BBDO in New York, according to D&P managing partner Warren Harmel. The agency created its own Spanish-language promotions, radio and point-of-sale materials for the campaign.
Additional product-specific television spots from Dieste & Partners are expected to break later this year. Harmel confirmed that new ads are in the works but declined to elaborate.
Frito-Lay officials could not be reached for comment at press time.
Dieste’s relationship with Frito-Lay began quietly last year with the development of the Doritos campaign for a San Antonio test market program. The campaign earned Dieste an Effie from the American Marketing Association in New York.
The success of that local effort encouraged Frito-Lay to expand its focus nationally. Before hiring Dieste, Frito-Lay did not have a concerted Hispanic marketing program, Harmel said.
“Frito-Lay’s brands are very well developed in the general market. However, Hispanic development is relatively low, despite high levels of salty snack consumption in countries of origin like Mexico,” agency president Tony Dieste said in a statement earlier this year. “There is clearly upside potential for Frito-Lay in the [U.S.] Hispanic market.”