Lay’s turns up the flavor with music-inspired chip flavors.
Inspired by music, Lay’s created four limited-time flavors, each paired with a specific genre: Pop, Hip-Hop, Country, and Rock. To help bring the flavors to life, Lay’s teamed up with recording artist Bebe Rexha to create an original song, “Right Here, Right Now,” remixed in the four genres. Lay’s launched Turn Up The Flavor with an event in New York City which featured a live performance by Bebe Rexha. The program took a national stage through a partnership with NBC’s The Voice, in which Lay’s presented the Comeback Stage companion series. Across in-store, packaging, digital, social, and eCommerce, this 360-launch program harnessed the combined power of flavor and music to inspire action and drive growth at a point of sale.
NEW YORK, NY – FEBRUARY 27: Grammy-nominated artist Bebe Rexha celebrates the launch of the Lay’s “Turn Up the Flavor” program in New York City on February 27, 2019 with a live performance of her exclusive song “Right Here, Right Now”, remixed in three genres that each pair with one of the three new Lay’s flavors. (Photo by Cindy Ord/Getty Images for Frito-Lay North America)NEW YORK, NY – FEBRUARY 27: Grammy-nominated artist Bebe Rexha celebrates the launch of the Lay’s “Turn Up the Flavor” program in New York City on February 27, 2019 with a live performance of her exclusive song “Right Here, Right Now”, remixed in three genres that each pair with one of the three new Lay’s flavors. (Photo by Cindy Ord/Getty Images for Frito-Lay North America)
