Pepsico is investing £2.5m in a new promotion for Doritos aimed at harnessing shoppers’ creative talent. The ’You Make it, We Play It’ promotion asks consumers to make and select the next Doritos TV ad, showing how people find play and fun in everyday situations.

The winning 30-second ad, chosen by the public, will premiere at a private cinema before being broadcast on UK TV in June. The creator will win £20,000, while four runners-up will get prizes of £1,000 each.

A range of promotional activity to help drive consumers into store and to the website is planned.

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