Under a deal with Universal Music & Video Distribution, Doritos will feature artists from UMVD-distributed labels on 180 million bags of its snack food through the end of the year.

Starting this month, 27 artists in a variety of genres will have a little more flavor in their lives.

A Doritos flavor, that is.

Under a deal with Universal Music & Video Distribution, Doritos will feature artists from UMVD-distributed labels on 180 million bags of its snack food through the end of the year. Nine acts -- Smash Mouth, Rascal Flatts, Paulina Rubio, Jennifer Peña, Reba McEntire, Musiq, Mya, 112 and Nick Lachey -- already have been assigned one of Doritos' nine flavors.

For example, Musiq will be associated with the salsa verde chip, McEntire will have toasted corn and Mya will have guacamole. Each artist will be pictured on his or her respective bag, and album art will appear on the back.

Featured on a smaller scale on each bag will be two developing acts.

The campaign kicks off May 18 with the release of Peña's new album. The initiative includes positioning promotions with mass merchants, grocery stores and traditional music retailers. Doritos will cover the cost of free-standing fixtures.

"We win by taking this relationship and exposure and creating retail programs that drive sales of our CDs," says L.J. Hayden, director of retail partnership marketing for UMVD.

In Peña's case, the release of her album will be tied to a campaign at mass-market chain Target and a sweepstakes at doritos.com, where fans can win an autographed CD. Peña (who will be marketed on the salsa-flavored Doritos bag) will get special positioning at Target and will be featured in the chain's circulars.