Frito-Lay has launched “My Joy,” a campaign that stands as a testament to the company’s ongoing commitment to promoting diversity among creative talents. This initiative aligns with the current consumer demand for greater representation, a trend strongly favored by diverse demographics, including Gen Z, Black, Hispanic/Latino, and Asian communities, as per Numerator’s data analysis.
The 60-second commercial features an array of diverse creators and entrepreneurs from various fields. The spotlight shines on Color Me Courtney, a fashion venture; DJ Lex, a Filipino-American artist; Forsyth Fire Escape, a Chinese-Thai-Dominican fusion restaurant; Briana Green, a basketball player; and Michelle Santana, a Colombian tattoo artist. Throughout the ad, Frito-Lay’s array of brands, including Cheetos, Doritos, Ruffles, and Funyuns, are interwoven, showcasing the company’s products in a multicultural context.
This campaign was brought to life in collaboration with Obsidianworks, a media and marketing agency co-founded by actor-director Michael B. Jordan and former Nike marketer Chad Easterling. Easterling highlights the campaign as a celebration of the featured creators’ diverse and multifaceted journeys. He emphasizes that the campaign is more than an individual celebration; it’s a beacon that shines on the collective power and inspiration drawn from narratives that have historically been sidelined.
Frito-Lay’s initiative comes at a time when diverse marketing strategies have faced scrutiny amidst broader cultural debates. Yet, their steadfast approach to honoring diversity and inclusion stands as a crucial move in the marketing world, especially given the evolving expectations of today’s consumers.
Frito-Lay’s “My Joy” campaign is a strategic and timely move, resonating deeply with the current market’s desire for inclusivity and representation. For marketers, this underscores the importance of understanding and reflecting societal values in branding efforts. The campaign not only showcases Frito-Lay’s commitment to diversity but also serves as an inspiration for marketers to embrace and celebrate multicultural narratives in their strategies, thus fostering a more inclusive and representative marketing landscape.