Diverse communities are calling for brands to truly champion representation and commitment without diluting the impact behind the stories being told. Often, diverse identities are not adequately reflected in a positive or joyful manner. “Over 50% of Black, Asian, minority, ethnic identifying consumers felt they are portrayed more often in stereotypical roles or possessing negative stereotypical characteristics." With that being said joy filled experiences are all around us, we see joy reflected in our communities, in our families, in our friendships and across our daily interactions, and today consumers want to see brands reflect their lives. So, we asked, “What if Frito-Lay gave people what they wanted by championing the joy of being yourself?”
So, we set out to develop a campaign that celebrates the fullness of joy across a diverse set of joy makers showcasing a mosaic of cultures, identities and talents.
My Joy is a continuation of Frito-Lay’s ongoing efforts and five-year goal to increase investments, representation, and amplification of diverse creative voices – in front of and behind the camera.
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.
Everyone feels joy, and it’s as colorful and diverse as the world around us, but often, diversity is hardly reflected in the media we consume or those who create it. In fact, in 2021, over 60% of consumers from diverse communities said they felt “invisible or underrepresented” in ads. So, we asked, “What is Frito-Lay gave people what they wanted by championing the joy of being yourself?”
And with Frito-Lay’s ongoing commitment to diversity, that is exactly what we did with the launch of My Joy, featuring creators of Black, Latino and Asian heritage such as Courtney Quinn, Forsyth Fire Escape, DJ Lex, Michelle Santana and Brianna Green.
We also collaborated with Argentinian director, Rober Llauro and the women of color-owned production company, Vendetta Entertainment, to showcase the power of diversity on and off the screen.
Here’s the thing, the campaign wasn’t just about celebrating the authenticity of joy, it also had an impact on the creators involved, offering them another platform to share their talent and to connect with their audiences.
My Joy was a testament to the endless avenues through which joy finds its expression for a wider multicultural audience. This campaign showcased unique stories of joy through the lens of rising creators in an hope to inspire creators from all backgrounds to share their joy and authentic selves.
My Joy launched at Miami Art Week with a pop-up activation and podcast conversation where we uplifted artists and got to hear more on their stories of inspiration and joy. The :60 and :30 spots ran across Revolt & Fuse and we embedded content into the feeds of our diverse creators, creating a 360 experience.
The My Joy campaign targeted GenZ and Multicultural audiences with the goal of having broad enough appeal to reach General Population audiences. And the results, speak for themselves. In two weeks, My Joy received 4.1million impressions and 18.7 million reach on Meta alone with a 6.08% engagement rate. My joy won over everyone across all social media platforms with a 100% positive sentiment.
Through PR we had 528 media placements, generating over 286.9M impressions, Ultimately, exceeding engagement KPI’s across owned, earned and paid. and was honored as a finalist for a Drum Award in the Food & Beverage category.
So what did we learn? Joy isn’t one size fits all, it’s as diverse as we are, and it deserves to be celebrated. And that’s…MY JOY.
