Frito-Lay strengthens dedication to inclusivity with latest campaign
Frito-Lay's latest campaign, 'My Joy,' developed in collaboration with Michael B Jordan's Obsidianworks, celebrates diverse creators and their stories of joy in fashion, music, food, art, and sports
Article Brief:
Frito-Lay has revealed a fresh ad campaign on Dec. 12 called “My Joy,” highlighting the joyful narratives of five up-and-coming creators in the realms of fashion, music, food, art, and sports, as per information provided to Our Website.
The ads will be broadcasted as 30 and 60-second spots on various platforms, such as Meta, YouTube, Revolt, LATV, and Fuse. The campaign, created in collaboration with director Robert Llauro and marketing agency Obsidianworks, seeks to increase investments in diverse creative voices to meet consumer demands for positive representation in society. This is part of the snack marketer's ongoing efforts to prioritize diversity and inclusion in their advertising.
Article Insight:
Frito-Lay’s newest initiative, "My Joy," aims to elevate diverse creative perspectives in order to connect with today’s values-driven consumers. According to data from Numerator, shared by the snacks division owned by PepsiCo, the majority of consumers view increased representation positively, with groups such as Gen Z, Black, Hispanic/Latino, and Asian consumers showing a higher level of interest in this aspect.
The advertisement "My Joy" is 60 seconds long and features a variety of creators and businesses from different fields such as fashion company Color Me Courtney, Filipino-American artist DJ Lex, Chinese-Thai-Dominican fusion restaurant Forsyth Fire Escape, basketball player Briana Green, and Colombian tattoo artist Michelle Santana. Frito-Lay brands such as Cheetos, Doritos, Ruffles, and Funyuns are prominently featured throughout the commercial.
Obsidianworks, the media and marketing agency co-founded by actor-director Michael B. Jordan and former Nike marketer Chad Easterling, created the campaign. Easterling described the ads as a celebration of the five creators featured, stating "By honoring their multi-cultural and multi-faceted journeys, we don’t just amplify their individuality, we illuminate the collective power of historically excluded narratives to inspire and uplift. This campaign is a testament to the endless avenues through which joy finds its expression."
Frito-Lay remains dedicated to promoting diversity, despite the ongoing criticism of the strategy in the face of growing culture wars impacting marketing.
