Frito-Lay reaffirms commitment to diverse creators with new campaign

Dive Brief:

Frito-Lay today (Dec. 12) announced a new ad campaign, “My Joy,” that showcases stories of joy told by five rising creators across fashion, music, food, art and sports, per details shared with Marketing Dive.
Ads will air as 30- and 60-second spots on broadcast as well as on digital platforms including Meta, YouTube, Revolt, LATV and Fuse. The campaign was created with director Robert Llauro and marketing agency Obsidianworks.
“My Joy” continues the snack marketer’s efforts to increase investments in diverse creative voices as a way to meet the demands of consumers who believe representation has a positive impact on society.

Dive Insight:

“My Joy” is Frito-Lay’s latest effort to amplify diverse creative voices to appeal to today’s values-conscious consumers. Increased representation is seen as a positive by a majority of consumers, with groups including Gen Z, Black, Hispanic/Latino and Asian consumers overindexing on this front, according to Numerator data shared by the PepsiCo-owned snacks division.

The 60-second “My Joy” spot highlights diverse creators and businesses across disciplines, including 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 including Cheetos, Doritos, Ruffles and Funyuns are showcased throughout the ad.

The campaign was created with media and marketing agency Obsidianworks, which was co-founded by actor-director Michael B. Jordan and former Nike marketer Chad Easterling. The latter described the ads as a celebration of the five creators featured.

“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,” Easterling said in a statement. “This campaign is a testament to the endless avenues through which joy finds its expression.”

Frito-Lay’s continued efforts around diversity come as the strategy, a popular one over the last few years for marketers, has come under fire as larger culture wars have increasingly subsumed marketing.