Dive Brief:
- Lay's teamed up with Grammy nominee Bebe Rexha to promote three new chip flavors, according to details shared with Marketing Dive. Electric Lime and Sea Salt, Flamin' Hot Dill Pickle and Beer Cheese were inspired by pop, hip-hop and rock, respectively, as part of the Frito-Lay brand's "Turn Up the Flavor" platform.
- Rexha created an original song, "Right Here, Right Now," which she remixed across the different genres. After purchasing one of the limited-edition flavors, fans can apply a code from the package online to download the track and enter to win music-themed prizes, including Live Nation Concert Cash.
- Lay's and Rexha will also create custom content and experiential activations around the competition series "The Voice." Lay's is a sponsor for the show's digital companion series "The Comeback Stage," featuring Rexha, who mentors artists who didn't make the team.
Dive Insight:
Lay's is tying together packaging innovation, mobile elements and a partnership with a popular musician to try and draw interest to its new limited-edition flavors. The campaign could help Lay's connect with younger consumers, who are likely in Rexha's target demo and might be interested in hearing exclusive content from the artist that's delivered via the chip bags.
Lay's incorporated similar elements into its "Tastes of America" campaign last summer, which allowed consumers to purchase limited-edition chip flavors online and enter to win prizes. Pairing up with popular musicians on original music or other content is a tactic more brands are using.
Like the Lay's campaign, Oreo recently collaborated with Wiz Khalifa on a campaign, "Stay Playful," which includes an original song from the rapper. In the CPG space, Unilever brand Dove Hair has teamed up with singer Kelly Rowland on "Crown," a song and music video that looks to inspire hair confidence.
Lay’s work with Rexha and sponsorship of "The Comeback Stage" shows how brands are looking to become more deeply integrated into digital content beyond just running advertisements. The series runs on "The Voice" mobile app, the NBC app, YouTube, Facebook and Twitter.
