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.
What's Driving This Trend
- Creator-celebrating Campaigns
- Opportunity for brands to celebrate and amplify diverse voices through creator campaigns.
- Uplifting Representation
- Increasing efforts to represent diverse identities positively in marketing and advertising.
- Consumer Preference for Diversity
- Consumers, including Gen-Z and minority groups, prioritize brands that embrace diversity in their campaigns.
Who This Affects Most
- Food and Snacks
- Opportunity for food and snack brands to showcase diverse creators and their stories.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop creator-celebrating campaigns.
- Media and Entertainment
- Opportunity for media and entertainment companies to feature diverse creators and promote inclusive content.
