Consumer Contest Rewards Creativity with a Heap Load of Cash Up for grabs: $25,000+1% of Canadian flavour sales and the title of Guru

The latest flavour of Canada’s favourite flavoured tortilla chip is nameless and Doritos is calling on consumers for help. Launched yesterday, Become the Doritos® Guru Contest is a nation-wide contest that asks Canadians to name the newest Doritos flavour and create a 30 second commercial about what the flavour inspires in them. The winner will be declared “The Doritos Guru”, receive $25,000 cash and one percent of their flavour’s Canadian net sales. Stardom is also up for grabs as the winning submission will be aired on national television as the brand’s new commercial.

Contest Details

• The new flavour is available in plain white bags at retailers across Canada, and contest submissions are being accepted at www.doritosguru.ca from February 16 to March 18, 2009
• Submissions must be in video format and 30 seconds in length
• Entrants are urged to showcase whatever inspires them – dance, comedy, digital, painting – anything goes
• The public can win daily and weekly prizes by voting on their favourite submissions
• Public votes and votes from a panel of judges including Canadian musicians Colin and John Angus MacDonald from The Trews, and basketball star Chris Bosh, will help to decide the top five finalists
• Canadians will then vote again to decide the ultimate winner, which will be revealed on May 1, 2009
• The Become the Doritos Guru program is supported with a Facebook fan page, an extensive advertising campaign on national television and online, and media partnerships with Much Music and Astral Media
• For more information, to view submissions, and full contest rules, please visit www.doritosguru.ca.

Notable Quotes

Tony Matta, Vice President Marketing, Frito Lay Canada

“At Doritos, we’re all about breaking new ground and putting the consumer in control. This contest is an opportunity for Canadians to show their creativity and walk away with some serious cash. The Doritos brand was built by the consumer so we decided to let the consumer keep calling the shots with the Become the Doritos® Guru Contest.“

Chris Bosh, NBA Player (Toronto Raptors)

“When I heard about the Doritos program I jumped at the chance to be a part of it,” says Bosh. “The idea that one Canadian will have a chance to showcase their talent and win a huge prize is really unique. I’m excited to see what creative lengths people will go to.“