Pepsi And Lay's Launch Joint Campaign

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Pepsi And Lay's Launch Joint Campaign

12/20/2002
NEW YORK -- PepsiCo Inc. today announced plans to leverage the power of its Frito-Lay and Pepsi-Cola brands together in a joint NFL-themed advertising campaign.

The campaign, to launch Dec. 30 during Monday Night Football, is titled "It's How You Watch The Game," and will feature fans watching games on TV while enjoying Pepsi and Lay's products.

"Football fans will identify with these commercials because they show what happens in a typical living room during a football game," Dave Burwick, senior vice president and chief marketing officer of Pepsi-Cola, North America said in a release. "This really is how you watch the game."

"It's a natural fit to advertise our brands together," added Lora DeVuono, Frito-Lay's vice president of marketing.

The new commercials will help retailers gear up for the upcoming in-store "It's How You Watch the Super Bowl" POP campaign, which offers customers a discount on Pepsi and Frito-Lay products purchased together.