Frito-Lay Targets Blacks With New Menthol Doritos

November 5, 1996 | Issue 30•13

DALLAS—The Frito-Lay Corporation is making a strong play for the lucrative African-American market with "Doritos Dark and Smooths," a new menthol-flavored snack chip product. The tortilla chips will be liquefied and sold in 40-ounce containers. "New Menthol Doritos... works every time," pitchman Billy Dee Williams said in his trademark sexy voice at a press conference Monday. Frito-Lay will be test-marketing the product on Chicago's South Side this month with the slogan, "New Doritos Dark and Smooths... So Dark... So Smooth."