PLANO, TEXAS – In its Super Bowl bid to boost the Lay’s potato chip line, Frito-Lay is borrowing a tried-and-true tactic from its soda sister brand, Pepsi. The snack subsidiary of PepsiCo will use its massive in-store and advertising presence to promote The Lay’s Challenge. New commercials created by BBDO/New York feature such NFL notables as New York Giants quarterback Phil Simms and linebacker Lawrence Taylor; Denver Broncos quarterback John Elway; defensive lineman Howie Long and running back Eric Dickerson of the Los Angeles Raiders; Cincinnati Bengals quarterback Boomer Esiason; Chicago Bears coach Mike Ditka and former Dallas Cowboys coach Tom Landry.
Copyright Adweek L.P. (1993)
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