Frito Lay

packaging | print | radio

smartfood popcorn packaging

Frito-Lay needed a tone and tagline for SmartFood Popcorn packaging.  The result lead to packaging copy for the whole product line.

Smartfood Popcorn.  Is it really smart to let yourself get carried away by a snack?  To find yourself longing for it long before lunch?  To be thinking about it at three in the afternoon?  To be needing it during the nightly news?  Of course it is!  After all it’s Smartfood Popcorn we’re talking about here.  Sure our look may have changed a little, but hey, we’re still the same fresh-tasting, light-textured, totally natural, air-popped popcorn smothered in smooth, white cheddar cheese flavoring you’ve grown to love.  So why even try to resist the urge?  You know you want it.  You know how to get it.  Now go out there and be smart about it.

Smartfood Popcorn. Sign of an intelligent life.

Radio - Reduced fat doritos

When I worked at DDB Needham I had the good fortune to work on a lot of radio.  While others love TV, I’m a huge fan of what can be done with just sound.  Frito-Lay always seemed to have a project or promotion that needed some radio.  These are a few I had fun with.

Doritos print ads

Like Radio, there were always print ads to be created for Frito-Lay products. The first was an ad for the Super Bowl program when it was played in Miami. The second introduced reduced fat Doritos.