BBDO Converses in Shorthand for Doritos

DALLAS Frito-Lay is expanding its latest Doritos “inNw?” campaign that targets teens through an interactive Web site created by Tribal DDB and a TV spot developed by lead agency BBDO.

“InNw?” is shorthand for “If not now, when?” Frito-Lay said. The campaign began with the launch of a new Doritos flavor, Black Pepper Jack, in September, according to the company. Sales of the product were so impressive that the snack maker decided to break new TV spots this year.

The first “inNw?” commercial ran Feb. 7. BBDO in New York is preparing a new TV spot, radio ads and outdoor messages for the Plano, Texas-based client.

The campaign targets teens that the company calls “millennials” because they will be the first generation to grow up in the new millennium.

“‘If not now, when?’ is all about living life in the now and taking advantage of every single opportunity possible,” said Lora DeVuono, vice president of advertising, Frito-Lay North America. “This attitude is what is important to millennials and it’s how they look at the Doritos brand. The ‘inNw?’ campaign uses new, innovative approaches to reach consumers with this attitude in ways most relevant to them.”

A text-messaging component of the campaign was developed by HipCricket, which specializes in opt-in mobile phone marketing, the client said.

The “inNw?” Web site was designed and built by Tribal DDB Dallas. The interactive venue features a full-motion “window to the world,” where visitors grab coded icons and drop them into an instant messaging interface to unlock video and audio clips, games and musings on the “inNw?” philosophy.

Campaign spending details were not available.

Frito-Lay North America is the snack foods division of PepsiCo, which is headquartered in Purchase, N.Y.