Press release
Frito-Lay Unveils My Joy® Campaign to Celebrate Rising Creators
My Joy serves as a continuation of Frito-Lay's five-year goal to amplify diverse creative voices, putting them in leading roles that highlight their unique
About this update from Pepsico, Inc.
[{"type":"text","content":"My Joy serves as a continuation of Frito-Lay's five-year goal to amplify diverse creative voices, putting them in leading roles that highlight their unique talents and creativity.\nPLANO, Texas, Dec. 12, 2023 /PRNewswire/ -- Today, Frito-Lay announced My Joy, a new advertising campaign that showcases unique stories of joy through the lens of rising creators. Featuring a mosaic of cultures, identities, and talents, My Joy aims to inspire creators from all backgrounds to share their joy and authentic selves.\n\n \n \n\n \nUplifting 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*. 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.\nThe campaign was directed by Argentinian-born filmmaker Robert Llauro, known for his international commercial work for major brands in the auto, tech, beverages and apparel industries, in collaboration with culture-powered media and marketing agency Obsidianworks. The spot features five Joy Creators sharing what My Joy means to them while doing what they love. They are:\nColor Me Courtney (@colormecourtney) – Founder and Creative Director of the vibrant fashion, lifestyle, and culture media company Color Me Courtney. As a bright spot in the digital landscape, Courtney Quinn is dedicated to generating confidence, promoting positivity and encouraging her \"Color Me Cuties\" to live and dress \"outside the lines.\" In addition to her online community, Courtney's signature sunny style and unapologetic aesthetic has been seen in national commercials, TV shows and collaborative product lines for major retailers worldwide.DJ Lex (@officialdjlex) – Filipino-American DJ with a love for music that grew from playing at an early age. Lex began her DJ career by showcasing herself on social media at the peak of the COVID-19 pandemic, when live performances and entertainment were at a standstill. As an established DJ, she is now using her platform as a steppingstone to other avenues as an influencer and artist.Forsyth Fire Escape (@forsythfireescape) – Chinese-Thai-Dominican...