Frito-Lay is closing the bag on its popular Doritos commercials for Super Bowl 2017.
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The PepsiCo subsidiary has run ads during the NFL's biggest night for years. But now, Frito-Lay, which also makes Cheetos, Sun Chips and Funyuns, told ABC News that commercials for its products in next year's Super Bowl "did not fit with our marketing plans."
Chicago bureau chief E.J. Schultz of Advertising Age told ABC News the decision “gives them a year off to kind of think about what they might do next if they want to come back to next year's game [in 2018] and kind of reassess their strategy.”
Plano, Texas-based Frito-Lay isn't the only veteran Super Bowl sponsor to opt out of spending millions for a 30-second ad.
GoDaddy stepped out of 2016's advertisements and Toyota has announced it will not run commercials during Super Bowl 51 on Feb. 5, also citing a marketing strategy.
"If you're going to spend that kind of money,” Ad Age’s Schultz said, “you got to have something really important to say or else it's going to be overshadowed by the other ads around it.”