SMS Weblogs / Textually / 2005 / 03 / 02

Frito-Lay Urges teenagers to Seize the Moment

In late January, billboards with the cryptic message "inNw?" began appearing across the country.

Engadget picked up on it last week after seeing an enormous banner on Canal Street.

Now clickz.com gives the full story. "Since it's launch, the campaign expanded to TV, text messaging, and a Web site that reveals that solves the mystery. The campaign's message: "inNw? (If not now when?)"

The mysterious effort is promoting a new Doritos flavor, Black Pepper Jack, to 16-24 year olds, a group PepsiCo's Frito-Lay division calls "Millennials."

And the 'If not now when?' slogan "is all about living life in the now and taking advantage of every single opportunity possible", said Lora DeVuono, advertising VP for Frito-Lay North America, in a statement.

Carpe diem.

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