PLANO, Texas, Jan. 29, 2019 /PRNewswire/ -- Doritos, one
of the flagship brands from PepsiCo's Frito-Lay division, today
unveiled its campaign and advertisement for Super Bowl LIII on
Feb. 3. Titled "Now It's Hot," the
creative (watch here) showcases a never-before-heard remix by
Chance The Rapper of the Backstreet Boys' massive hit "I Want It
That Way," the first time the pop group has ever collaborated to
remake a hip-hop version of their legendary music video. A :30
version will air during the CBS broadcast of the game.
The commercial features Chance tasting new Doritos Flamin' Hot
Nacho, realizing that "they made the original hot," when he's
suddenly thrust onto a set like the one featured in the
Backstreet's Boy's iconic "I Want It That Way" music video. Chance
decides he too can make the original hot and debuts his fire
version of the classic hit alongside the Backstreet Boys.
The spot kicks off Doritos' #NowItsHot campaign that will
continue on social media and TV in the coming weeks and months with
more epic content and remix collaborations. #NowItsHot furthers
Doritos' history in music — especially hip-hop — with major music
campaigns tied to previous Super Bowls, festivals and events such
as SXSW, Life is Beautiful, E3 and more.
"Fans have come to expect boldness and originality in our Super
Bowl ads and, with a highly anticipated product like Flamin' Hot
Nacho, we knew we had to keep pushing the limits of Super Bowl
advertising with a dynamic collaboration," said Leslie Vesper, senior director of marketing,
Frito-Lay North America. "Chance the
Rapper and the Backstreet Boys are an unexpected duo who worked so
well to help us create an unforgettable commercial. Stay tuned for
more incredible collaborations later in the year."
It doesn't just stop on Super Bowl Sunday.
"Backstreet-ify Yourself"
Want to "Backstreet-ify" yourself? Using an exclusive Snapchat
lens available starting on Super Bowl Sunday, fans can go full
"Backstreet," creating dynamic content of themselves in iconic '90s
accessories inspired by the Backstreet Boys. Think classic hats,
jewelry, signature clothing, pink smoke and more.
Doritos will also support the campaign with concert-style
posters in the New York City area
and media on music sites such as Spotify. Fans can get in on the
conversation by following @Doritos and #NowItsHot on Twitter and
Instagram.
Doritos Flamin' Hot Nacho
The #NowItsHot campaign is in support of new Doritos Flamin' Hot
Nacho, a hot twist on an original flavor — much like Chance the
Rapper's hot twist on the iconic, original "I Want It That Way" hit
by the Backstreet Boys. For the first time on a tortilla chip
nationwide, the new flavor offers a combination of the popular hot
and spicy flavor of flamin' hot and the timeless flavor of original
nacho cheese.
High-res images and other press materials are available
here.
About Doritos
Doritos believes there's boldness in everyone. We champion those
who are true to themselves, who live life fully engaged and take
bold action by stepping outside of their comfort zone and pushing
the limits. Doritos is one of the many brands that makes up
Frito-Lay North America, the
$14 billion convenient foods business
unit of PepsiCo (NASDAQ: PEP), which is headquartered in
Purchase, NY. Learn more about
Frito-Lay at the corporate website, http://www.fritolay.com/, the
Snack Chat blog, http://www.snacks.com/ and on Twitter at
http://www.twitter.com/fritolay.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion
times a day in more than 200 countries and territories around the
world. PepsiCo generated more than $63
billion in net revenue in 2017, driven by a complementary
food and beverage portfolio that includes Frito-Lay, Gatorade,
Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio
includes a wide range of enjoyable foods and beverages, including
22 brands that generate more than $1
billion each in estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our
fundamental belief that the success of our company is inextricably
linked to the sustainability of the world around us. We believe
that continuously improving the products we sell, operating
responsibly to protect our planet and empowering people around the
world enable PepsiCo to run a successful global company that
creates long-term value for society and our shareholders. For more
information, visit www.pepsico.com.
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SOURCE PepsiCo