PEPSICO’S FRITO-LAY’S 

SIMPLY DORITOS CREATIVE BRIEF 

 

CLIENT INFORMATION    AGENCY INFORMATION 

NAME:  Jennifer Saenz    NAME:  Sierra Wilson 

PHONE:  972-334-5208    PHONE:  850-776-0223 

EMAIL:  jennifer.saenz@pepsico.com    EMAIL:  sxwilson@ufl.edu 

MAILING  1000 113th Street    MAILING  1885 Stadium Road 

ADDRESS:  Arlington, TX 76011  ADDRESS:  Gainesville, FL 32611 

BACKGROUND 
PepsiCo’s Frito-Lay North America makes, distributes and sells branded snack 
foods including Doritos Tortilla Chips. These snack foods are in a highly 
competitive market, with their main competitors including Kellogg Company, The 
Kraft Heinz Company, Mondelez International, Inc., Nestle S.A., and 
Synder’s-Lance, Inc. Their products compete primarily on the basis of brand 
recognition and loyalty, as well as taste, value and consumer preferences. 

The Simply line was launched in August of 2017 in compliance with the criteria 
to sell at Whole Foods, recently acquired by Amazon. The Simply line-up 
includes Doritos, Ruffles, Tostitos, Cheetos and Lays, all made without 
artificial flavors, colors or preservatives. 

OBJECTIVE 
To build brand awareness and increase sales for the Simply line of Doritos. 

TARGET AUDIENCE 
The grocery shopper of the household. Primarily women aged 25-44 married, with 
children, concerned about what their kids are snacking on. 
FOCUS 
Simply Doritos is made with real cheese, without artificial flavors, colors or 
preservatives. Two flavor options currently available: White Cheddar and Spicy 
White Cheddar. 

MESSAGE  
With no artificial flavors, colors, or preservatives, Simply Doritos has 
cleaner ingredients compared to normal Doritos, with the same great taste. 
Simply Doritos is not claiming to be a healthy snack, but a snack that’s 
better for you than regular Doritos. Simply Doritos and normal Doritos have 
similar nutritional profiles, but Simply has more calories, one more gram of 
carbs, and 50g less sodium. 

STRATEGY 
Keeping with the brand name, Simply’s advertisements will be simply and with 
minimal copywriting, letting the facts speak for themselves. Six digital ads 
will be created: three measuring 300x250px, one 300x600px, one 728x90px and 
one 320x100. 

Focusing on digital, rather than print, will allow the campaign to reach the 
right people and allow for easy analysis and adjustments for future ads. 

SCHEDULE  
Five-week creative process to be completed by 02/09. 

01/12: Creative brief rough draft. 

01/19: Finalize creative brief. Rough sketches due. 

01/26: Finalize sketches. 

02/02: Initial computer comps. 

02/09: Submit completed campaign. 

Now available at
Simply better for you.
 New!
Spicy
White Cheddar

NO Preservatives
NO Artificial Colors
NO Artifical Flavors

Simply better for you.

80%
Less
Sodium*
*When compared to Original Doritos.

Simply better for you.

Kid Tested. Mom Approved.
No Preservatives. No Artificial Colors. No Artificial Flavors.
Bring home the perfect snack.
For everyone in the family.
No Preservatives. No Artificial Colors. No Artificial Flavors.