Frito-Lay and Rick Astley renounce New Year's deprivations

Dive Brief:

For a second time, Rick Astley stars in a Frito-Lay's campaign featuring internet sensation “Never Gonna Give You Up,” according to a press release from the PepsiCo division.
"New Year, New You" spotlights the British singer's 1987 hit song as a reminder that, instead of giving up things for New Year's, consumers can lean into what they love, including their favorite snacks. The commercial debuted on Dec. 25 on Facebook, Instagram, YouTube and Amazon, along with audio on Spotify.
New to the current iteration are a contest and TikTok tie-in that give consumers opportunities to interact with the campaign's theme and music. Fans can visit www.NeverGonnaGiveItUp.com through Feb. 27 to share what they aren't giving up and for a chance to win $1,000. On TikTok, consumers can sing "Never Gonna Give You Up" alongside Astley (@rickastleyofficial) while sharing their "un-resolution" through Feb. 17.

Dive Insight:

New Year's resolutions are often focused on giving up things like alcohol or junk food. Frito-Lay decided to avoid themes of deprivation and instead focus on joy, something consumers may be looking for more of in their lives as the pandemic heads into its third year amid a new spike in cases related to the omicron variant. In addition to an opportunity to sing alongside Astley on TikTok, Frito-Lay will select 18 winners based on written and video submissions on the site for the campaign and award them $1,000 each.

The campaign arrives as the snacks category continues to be a strong one for parent company PepsiCo and consumers continue snacking habits initiated during the early days of the pandemic.

"No one should start a new year with a list of things they're giving up, so I've partnered again with Frito-Lay to continue encouraging people to do more of what they love," said Astley in the release. "The point of Frito-Lay's 'New Year, New You' campaign is that we can still enjoy the things we love while also making choices we feel good about. That doesn't just have to be about snacking, either. It's an idea that can resonate across all areas of our lives."

Frito-Lay's New Year's campaign points to the enduring relevance of Astley’s 1987 hit song as marketers continue to bet on popular music and nostalgia and to connect with consumers on a happy note during a difficult time for many as the pandemic drags on. Last year, the music video for "Never Gonna Give You Up" passed 1 billion views, reflecting the ongoing popularity of the Rickroll internet prank, in which the video pops up after someone clicks on a link.

Since Frito-Lay first teamed up with Astley in 2020, TikTok has become more important to brands looking to engage consumers around music, a trend the snack brand has astutely baked into its campaign.