Dive Brief:

• Frito-Lay chip brand Tostitos wants to help consumers avoid the fear of missing out ("FOMO") this summer with its "Don’t Miss the Good Stuff" campaign, per details emailed to Marketing Dive. Tostitos has again teamed with actor-comedian Dan Levy for a TV ad produced by agency Goodby, Silverstein and Partners that begins airing today (June 2).
• A party game called "FOMO or F No!" that uses chips as cards is also part of the effort. A Snapchat lens displays a trend on the chip — like "frosted tips" or "jazzercise" — to which players can decide if they'd have FOMO or say "F--- no!." The game will be featured during the MTV Movie & TV Awards via an ad, pre-show activity and on social media.
• Tostitos will release a limited-edition No Mo' FOMO Chip Kit that includes three flavors and an interactive box with party sounds and lighting via an Instagram contest. "Don’t Miss the Good Stuff" comes as consumers prepare to return to summer activities that may have been curtailed by the pandemic.

Dive Insight:

Tostitos is getting ready for a season of gatherings around the chip bowl with its multichannel "Don’t Miss the Good Stuff" campaign. Central to the effort is the idea of battling FOMO, a theme of marketing campaigns for years that may be particularly acute as people look forward to a summer potentially without pandemic-related restrictions. How much the continued spread of the coronavirus will impact this year's summer fun remains to be seen.

The brand has enlisted Dan Levy for a TV commercial that sees the actor-comedian miss key moments — a baby's first steps, a marriage proposal and a shooting star — because he was not near the chip bowl. The "Schitt’s Creek" star in 2021 featured in a multichannel campaign for Tostitos Habanero alongside Kate McKinnon.

As with that campaign, "Don’t Miss the Good Stuff" features an augmented reality Snapchat lens that seeks to foster engagement with and between consumers. Along with allowing people to play the "FOMO or F No!" party game, Tostitos is making the game a key element to its partnership with the MTV Movie & TV Awards, which will air on June 5. The brand will run a commercial that finds MTV celebrities Josh Horowitz, Mark Long and Nia Moore in the greenroom playing the game, which will also be featured on the pre-show red carpet and on the show's social channels.

To further extend the game's reach, Tostitos will give away No Mo’ FOMO Chip Kits via Instagram. Along with bags of Hint of Spicy Queso, Hint of Guacamole and Habanero flavors, the kit includes an interactive sound-and-light party box to encourage festivities around the chip bowl.

The campaign comes as parent company PepsiCo in April beat Wall Street estimates for its quarterly earnings despite higher costs, with Frito-Lay North America seeing organic revenue increase 14%, per CNBC.