Lay’s “Beat of Joy” collab with Anitta
Lay’s celebrates the power of joy in all its forms – be it through family, community, culture or even the perfectly crispy crunch of a potato chip. The PepsiCo Frito-Lay brand serves as a reminder for consumers to choose joy, in all of life’s ups and downs – to Stay Golden.
The brand has ignited its mission of joy with the release of a new Latino TV commercial.
The commercial features global superstar, Best New Grammy Artist Anitta and celebrates the beauty and diversity of the Latino community, set to a remix of her record-breaking hit “Envolver.”
“Beat of Joy” embodies the joy of the Latino community through the power of reggaetón, dance and voceteo, a Puerto Rican and Dominican phenomenon of modifying car sound systems to play music at elevated levels.
To add a unique and joyful sound to the campaign, Lay’s and Anitta produced the “Envolver” remix using the power of Lay’s No. 1 ingredient – potatoes – to fuel the beat. The track was recorded in a studio, leveraging the electricity created by more than 6,000 potatoes in a never-been-done-before way, setting a Guinness World Records title.
Lay’s is also bringing the “Beat of Joy” to select consumers with a voceteo kit signed by Anitta that plays Lay’s x Anitta “Envolver” remix and includes a limited edition bag of Lay’s.
To participate, fans simply comment with #StayGolden on Lay’s Instagram or Twitter for a chance to win. Fans can also join the fun on Tik Tok by recreating her transition from everyday wear to superstar glam to the tune of the remixed “Envolver” via a bite of a Lay’s chip.
