Ad Age: Frito-Lay Reports Doritos Online Ad Success

This article outlines PepsiCo reasoning behind spending approximately 9% of the Dortios marketing budget online during 2002. The average for consumer package goods is 1-2% according to Forrester.

Ms. Dunaway said Doritos' decision to commit extensive resources to the Internet stemmed in part from a study from researcher Teenage Research Unlimited. The 2001 study showed as many as 92% of teens are online; 44% think the Internet has changed the way they get information on products and services; and significant numbers are watching less TV and reading fewer magazines than in prior years.

The piece goes on to outline the strategy that they used. It is interesting, and encouraging, to see a major brand finding success with this medium. The reality is that the internet consumes 12-15% of media time, and therefore it is somewhat inconsistent that only 1-2% of spend is directed at it. This study proves that the internet can offer an effective and cost beneficial alternative - the challenge is to develop strategies that harnesses the potential that the net offers, which is something that brands often fail to do.