Background: When marketing Doritos online, we wanted to approach it on two fronts. First, we developed the main site at Doritos.com which leverages the Bold and Daring brand positioning via promotions, music, and product information. Secondly, we created FortheBoldandDaring.com as an underground network of websites that centre around the 'Clive' character. This webring reinforces what it means to be Bold and Daring, while avoiding any direct references to Doritos.Positioning: Doritos is the snack food for the truly bold and daring.Objectives: Extend the offline campaign by creating mystery and 'tension' in the online space; encourage customer interaction that builds an affinity for the brand; leverage compelling promotions that drive Doritos trial and loyalty; develop a viral component that supports the notion of Bold and Daring.Target group: Teens and youth, ages 12-24, 19 year-old bullseye; top purchases include music, books, apparel, event tickets, video games. Popular websites include alloy.com, collegeclub.com, gamespy.com, efollett.com, lyrics.com.Activities online: email, research, music downloads, game playing.