Frito-Lay, the PepsiCo subsidiary that manufactures and markets snack foods, launched this year’s iteration of the “Share More Joy” campaign. At the heart of the campaign is the “Melt for you” spot, with additional activations available at Frito-Lay's digital Holiday Village.
For this year’s rendition of “Share More Joy,” Frito-Lay joined forces with PepsiCo’s beverages division for an in-house campaign aimed at reinforcing shared experiences among people, rather than focusing on more materialistic aspects of the holidays. It’s yet another call for togetherness at a time when customers’ spending power is decreasing as prices are going up.
The increase in number of people prioritizing fun and unique experiences over mere purchases has come to be known as “revenge living,” referring to the fear of missing out that many are feeling after the lockdowns.
The campaign follows a report showing that Frito-Lay sales volume is down, although the revenue is still up given the increase in prices. On the other hand, both the sales volume and revenue of the beverages division are up, so the recent activations can be seen as PepsiCo’s effort to lift up its subsidiary.
The core of the campaign is the one-minute “Melt for you” spot that follows a group of snow people as they attempt to crash a party and get their hands on some delicious Frito-Lay chips and PepsiCo beverages. The most daring snowman among them infiltrates the party and after dodging the owner’s dog (and a close encounter with a group of people), he manages to get his twiggy hands on a bounty of Lay’s Classic, Doritos, Pepsi Zero Sugar and Mtn Dew.
The ad is only one part of a much larger activation for this year’s “Share More Joy” campaign. The digital Holiday Village has four different spots the visitors can explore: Holiday Shop, Holiday Kitchen, Portrait Studio and The Giving Tree.
The Holiday Shop is the place to go to get branded merchandise like a Cheetos body pillow or a Doritos sled. At the Holiday Kitchen, the visitors will be able to find wacky Frito-Lay recipes the likes of Cheetos Flamin’ Hot Bacon Ranch Cheese Ball and Rold Gold Mini Holiday Cheese Balls; and the Portrait Studio features a QR code that will open Snapchat and let users try on the branded merchandise in AR. This feature highlights how augmented reality companies are becoming pivotal players in creating unique and memorable customer experiences that seamlessly blend the digital and physical worlds.
The Giving Tree, which is the last spot in the Holiday Village, redirects visitors to a Toys for Tots donation page. Frito-Lays itself is committed to donating $500,000 to help support the effort.
To wrap it all up, this PepsiCo page allows users to apply for a “chance to unwrap a gift card up to $500.”
The “Share More Joy” campaign is a reoccurring event at PepsiCo. Last year’s iteration involved The Tonight Show host Jimmy Fallon and a snack-themed holiday song.