Friday, 1 May 2009



Log on, Aim and Fire!

May 1st: Today stunning Jennifer Ellison launches the Doritos Dodgeball Challenge, a unique live gaming experience where the UK public is invited to fire dodgeballs at real people and celebrities from one of six giant canons at the click of their mouse.

For one month only, by logging on to you can play the game completely live, take control of a canon from the comfort of your own home, aim and unleash the fury on the dodgeball teams putting themselves in the firing line. With each click of the mouse, a dodgeball will be blasted at the competitors. Every hit, near miss and eye-watering moment will be streamed live, direct to the nation’s computers.

The month long programme will see 31 dodgeball teams battling it out to be crowned UK champions. The winners will then take on reigning world champions San Diego Cross Fire in Las Vegas and scoop a £10,000 jackpot.

Jennifer Ellison explains: ‘This, I’m sure, will be great to watch but agony to play in. I’m pretty glad I’m not on the receiving end of any of those dodgeballs, I can only wish every one the best of luck!!’

Each online player will have around a minute to fire a magazine of around 10 dodgeballs
at the team competing at that time. The objective of the online player is to score as many hits as they can; the objective of the dodgeball teams is to dodge as many balls as they can from the merciless cannon deluge. The dodgeball team over the course of the month that dodges the most balls will be declared the winner and will go to Vegas to take on the US champions.

Pete Charles, Marketing Manager, Doritos, explains: ‘This is a fantastic challenge, with 60 dodgeballs being fired every minute, there really will be mayhem on the court as the teams do their best to avoid the barrage of balls! No doubt they’ll be a few sore muscles and definitely some bruised egos by the end.’

From 5th- 8th log on every day for “Slam a Celeb” hour at 4pm. Fire and watch as celebs try to avoid, round after round of your speeding dodgeballs

For more information and to take part visit

- Ends -

For further information, images and samples please contact:
Frank PR @ or 020 7693 6999

Notes to editors:

• Visitors to during May will be able to register to play the game completely live, allowing them to aim and fire dodgeballs at the players stood in the Dodgeball Challenge arena (who they will see on their computer) from one of the six dodgeball cannons

• The Doritos Flamin Cheeseball is the new flavour from Doritos and is available in 40g (RRP 38p) and 225g (RRP £1.77p) from all major supermarkets and selected independent retailers

• Typical nutritional values per 40g serving (as per back of pack): Cals: 200 Total Fat:11g Sat Fat 1g Sodium: 0.2g Equivalent as salt: 0.6g

About PepsiCo
PepsiCo (NYSE: PEP) is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries. Its principal businesses include: Frito-Lay snacks, Pepsi-Cola beverages, Gatorade sports drinks, Tropicana juices and Quaker foods. The PepsiCo portfolio includes 18 brands that generate $1 billion or more each in annual retail sales. PepsiCo’s commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company’s impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent. As a member of the Dow Jones Sustainability World Index (DJSI World) and the Dow Jones Sustainability North America Index (DJSI North America), PepsiCo is a recognized leader in sustainability.
For more information, please visit

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