Hasta La Creative!

Doritos’ “Crash the Super Bowl” is going global, with the PepsiCo brand opening the annual contest to people in all 46 countries where the chips are sold.

In the previous seven years, the user-generated ad contest had only been open to U.S. consumers. By making the program international, Doritos will likely get more high-quality submissions. It also means the program’s marketing budget will increase, with PepsiCo using paid digital media and PR to promote the contest across the globe. Plans include outreach at film festivals and sporting events, as well as collaborations with universities that specialize in creativity, executives said.

“Great content comes from anywhere,” said Ram Krishnan, VP-marketing for PepsiCo’s Frito-Lay North America.

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