In a fresh move targeting the youth, Frito-Lay’s Flamin’ Hot flavor collaborates with rapper Megan Thee Stallion for a campaign themed around the college homecoming season. Titled Flamin’ Hot University, an online video showcases Megan amidst a fictional university environment where the acronym “FU” becomes a humorous greeting.
Earlier this summer, Megan’s TikTok video featuring a recipe with Flamin’ Hot Cheetos garnered over 6 million views, cementing the power of her food-related content among younger audiences. To expand this engagement, Frito-Lay unveiled FlaminHotUniversity.com, now leading to their e-commerce portal Snacks.com, where fans can find exclusive products and entertaining courses spanning food, fashion, and lifestyle.
Further amplifying its connection with the younger demographic, Frito-Lay is rolling out branded merchandise, reinforcing its image as a lifestyle brand. This range, crafted by famed designer Melody Ehsani, boasts items such as a varsity jacket, a “Hot Girl Club” sweater, and a “Flamin’ Hot” jersey among others. Ehsani’s notable collaborations include iconic brands and celebrities like Nike, Beyoncé, and Serena Williams.
Generosity threads through this campaign, as sales from the merchandise will fund a scholarship at Megan’s former institution, Texas Southern. Moreover, Frito-Lay has pledged a donation of $100,000 to the Pete and Thomas Foundation. This foundation, initiated by Megan in 2022, aims to support diverse communities globally, emphasizing education, housing, and health and wellness. Acknowledging the prevalent student loan challenges, the brand expressed its commitment to alleviating educational financial burdens in a recent press release.
While many brands strive to forge genuine connections with the youth, Frito-Lay’s strategy seems poised for success. By intertwining popular culture, philanthropy, and timely themes, they’re crafting a narrative that resonates, proving that the right collaboration can amplify a brand’s message and impact.
