Goodby Dips Into The Cheese

Adweek: Frito-Lay has awarded its Doritos ad account to Goodby, Silverstein & Partners, the client has confirmed. Estimated billings exceed $30 million.
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“The Doritos brand is a true icon and we look forward to being part of the Frito-Lay team,” said Jeff Goodby, shop chairman and co-cd. “This is a chance to put Doritos front and center in people’s minds where it belongs.”
BBDO remains the client’s worldwide partner and continues to handle its Lays and Cheetos products in the U.S., which had estimated 2005 media spends of $70 million and $15 million, respectively.
Plano, Texas-based Frito-Lay, part of PepsiCo, consolidated all of its advertising work at Omnicom shops in 1998.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing affordable and effective integrated marketing solutions to mid-market clients.

Comments

  1. Carl LaFong says:

    “The Doritos brand is a true icon and we look forward to being part of the Frito-Lay team,” said Jeff Goodby, shop chairman and co-cd. “This is a chance to put Doritos front and center in people’s minds where it belongs.”
    This is one of the things that depresses me about this deeply dopey business: that someone as brilliant as Jeff Goodby can mouth such lame platitudes.
    I don’t blame the lad for being excited over winning the account. But “a true icon?” Dude, we’re talking Doritos here, not the Shroud of Turin. And do Doritos really belong “front and center in people’s minds?” Shouldn’t that space be reserved for something just a tad more important — like, say, the war in Iraq or the fight against AIDS?
    It never fails to amaze me how many otherwise intelligent, perceptive people slip into marketing speak.
    Get a grip, Mr. Goodby, and come back to reality.

  2. Of course, I agree with everything you said, Carl. But I tend to take these back-slapping announcements with a grain of salt.
    Also, try to imagine what it feels like to win a $30,000,000 account. I’m pretty sure I’d be mouthing platitudes over drinks.

  3. It’s also entirely possible that Jeff didn’t actually mouth those words, but they were written by a PR person over there for press purposes.
    But Carl’s right, it does sound like a lame platitude.
    A fine example of Mr. Goodby’s authentic voice can be found here.

  4. bobby peru says:

    Obviously, Jeff Goodby has become a crack whore for Frito Lay.