Lay’s and Brazilian superstar Anitta power campaign with potato electricity
With the most recent edition of its "Stay Golden" platform, which was introduced at last year's Super Bowl with an advertisement starring Seth Rogen and Paul Rudd, Lay's is attempting to appeal to Latino and multicultural consumers. Anitta is a rising brand ambassador for the Frito-Lay company who first gained fame in her native country before finding success abroad.
A vital strategy to ensuring authenticity while advertising to multicultural consumers and showing cultural characteristics like voceteo was used to create the 30-second "Beat of Joy" spot, which was made by a varied team of production experts, choreographers, and dancers from around the world.
“Anitta is one of the most authentic and electric voices in the music industry. She personifies the ‘Stay Golden’ mentality and empowers those around her to do the same,” said Stacy Taffet, senior vice president of marketing at Frito-Lay, in a press release. “Many multi-ethnic voices and experts powered the creation of this spot, which shares how a bit of fresh thinking and optimism can turn a little disappointment into a shared moment of joy.”
Anitta's Spanish-language song "Envolver," which gained popularity on TikTok and rose to the top of the charts as a result, was reworked for the commercial in a studio powered by potatoes. The cheesy music production makes a reference to the potency of Lay's ingredients and adds another piece of branded material that can broaden the campaign's appeal.
With a TikTok video, Lay's will use the platform that contributed to Anitta's rise to fame by urging viewers to eat a Lay's chip to mimic the singer's transformation from casual attire to "superstar glam." In addition, Lay's is holding a contest on Instagram and Twitter where winners can receive a voceteo kit that plays the remix and is autographed by Anitta.
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