Everyone knows the yellow bag, but few know the Lay’s brand. It lacked brand distinction and relevance with a priority growth target: young Ambiculturals (Latine in the US that identify as 100% Latine and 100% American)

The campaign needed to drive household penetration and contextualize “Stay Golden” the campaign in a relevant way to the product and our target.

This campaign leverages a music partnership between Anitta and Lay’s to drive brand love with Latinos in the United States. Anitta was chosen as a celebrity partner to help us share Lay’s joy and invite fans to Stay Golden.

Featuring an iconic Latino car sound system – voceteo – this story is about the joyful relationship Ambiculturals have to music.

On the verge of dying, a party is revived by Anitta using music, the voceteo system and a bag of Lays. Anitta uses the gravity-defying force of her music coming through the massive voceteo speakers, to share her joy, and her Lay’s chips.

What at first seems to disappoint her (her Lay’s being blown away from her fingertips

by the vibrations of the music) ends turning into joy. She’s just discovered a way to

share her Lay’s with her friends, who catch them mid-air in a fun choreography.

Reggaeton music played through an iconic voceteo system to create joy, is an authentic way to leverage a cultural phenomenon to insightfully connect Ambiculturals with Lay’s.

Ambiculturals over-index the General Market for positivity — including optimism and enjoying living in the moment.

This positivity is worth noting, given they face a disproportionate amount of obstacles.

Ambiculturals also lean on their community to help them ‘squeeze more juice from every lemon.’

Compared to the General Market, every choice they make, including snacking, comes with the added layer of identity. For them, Lay’s is a reminder that joy is better shared.

They don’t just choose joy, they create it.

99% positive brand sentiment

2.1 billion+ global impressions

223M Total Social Engagements

14.6+ MM Organic Video Views

38% Avg Video View Rate

Total of 6.55M mentions of Anitta X Lay’s in the month of January

This campaign is a part of Lay’s sales growth since last year, up 9%