Frito-Lay aims to inspire creators from all backgrounds and share their joy and authentic selves with its My Joy campaign. This new ad campaign showcases rising creators’ unique stories of joy. It’s basically about uplifting diverse representation in marketing and advertising.
For Frito-Lay, diverse representation is a priority and the majority of consumers say it has a positive impact on society, with certain groups including Gen Z, Black, Hispanic/Latino, and Asian consumers skewing higher. This is where the brand’s My Joy campaign comes in. It is a continuation of Frito-Lay’s ongoing efforts and five-year goal to increase investments, representation, and amplification of diverse creative voices.
Tina Mahal, senior vice president of marketing at Frito-Lay, said their purpose at Frito-Lay is to create more smiles with every bite. “So being able to show what My Joy means from different perspectives while amplifying diverse voices is at the heart of everything we do. We’re excited to be working with partners like Obsidianworks and Robert to highlight these amazing Joy Creators who are using their talents and passions to spread joy in their communities.”
My Joy campaign was directed by Robert Llauro, an Argentinian filmmaker, known for his international commercial work for major brands in the auto, tech, beverages, and apparel industries, in collaboration with Obsidianworks, a media and marketing agency.
Frito-Lay’s My Joy campaign features DJ Lex – a Filipino-American DJ; Color Me Courtney – founder and creative director of the vibrant fashion, lifestyle, and culture media company Color Me Courtney; Briana Green – a pro-hooper, entertainer, trainer and former Harlem Globetrotter; Forsyth Fire Escape – Chinese Thai-Dominican fusion traveling duo known for their famous scallion pancake burritos; and Michelle Santana – Colombian tattoo artist based in New York.
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