The Frito-Lay My Joy campaign launched to share unique stories of joy through the lens of creators, and it's part of Frito-Lay's ongoing efforts and five-year goal to amplify diverse creative voices. As the company detailed in a release, "Uplifting diverse representation in marketing and advertising remains a priority for Frito-Lay as 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."
The campaign directed by Argentinian-born filmmaker Robert Llauro spotlights five creators and each one shares what My Joy means to them. The creator-celebrating campaign spotlights Filipino-American DJ Lex, Color Me Courtney founder and creative director Courtney Quinn and other rising creators.
Creator-Celebrating Campaigns
The Frito-Lay My Joy Campaign Celebrates Creators of All Backgrounds
Trend Themes
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Creator-celebrating Campaigns — Opportunity for brands to celebrate and amplify diverse voices through creator campaigns.
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Uplifting Representation — Increasing efforts to represent diverse identities positively in marketing and advertising.
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Consumer Preference for Diversity — Consumers, including Gen-Z and minority groups, prioritize brands that embrace diversity in their campaigns.
Industry Implications
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Food and Snacks — Opportunity for food and snack brands to showcase diverse creators and their stories.
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Marketing and Advertising — Opportunity for marketing and advertising agencies to develop creator-celebrating campaigns.
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Media and Entertainment — Opportunity for media and entertainment companies to feature diverse creators and promote inclusive content.