The Frito Bandito character was developed by the advertising firm
Foote, Cone & Belding and launched by
Frito-Lay in 1967. Actor
Mel Blanc provided the character's voice, while the animation was directed by
Tex Avery at Cascade Studios in California. The character was a stereotypical
Mexican Revolutionary with a
sombrero,
handlebar moustache and thick accent consistent with images of
Pancho Villa. He carried two pistols and robbed people of their
Fritos corn chips at gunpoint. The Frito Bandito was originally featured in commercials that aired during children's television shows, but due to the character's popularity, Frito-Lay soon began using the Bandito in all print and television advertising. In response from pressure from the groups, Frito-Lay modified the character to appear more friendly. The gold tooth and beard were also removed. Following the
assassination of Robert F. Kennedy in 1968, the Bandito no longer brandished pistols. Despite the controversy, Frito-Lay stood by the character. The company cited a survey of four cities in
California and
Texas conducted by Foote, Cone & Belding which found that 85% of
Mexican Americans liked the Frito Bandito. By July 1970, the company had stopped airing Bandito commercials in the states of California,
Oregon and
Washington, replacing them with ads featuring a group of cartoon Euro-American cowboy outlaws known as Muncha Buncha. Frito-Lay ended the Frito Bandito campaign in 1971. ==Jingle==