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Sure, Doritos had Ali Landry, the sexy seductress who once caught a chip torpedoed out of a dryer with an acrobatic twist. But Frito-Lay wanted something new and different to reach its core market of 19-year-old males.

Last week, the Plano, Texas-based PepsiCo unit introduced a new theme along with a European eccentric who asks, “You are bold, but are you also daring?” The $20 million national advertising effort was developed by BBDO New York.

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