What Are You Never Gonna Give Up?
New Year’s resolutions often involve promises to eat better, and live a healthier lifestyle. These promises to snack less can cause concern for snack companies like Frito-Lay. Their answer to resolutions involves smarter snacking, and Rick Astley.
In their new campaign “Never Gonna Give It Up”, Frito-Lay has partnered with the famous 80’s singer to admit that some things are too good to abandon. The brand effort includes an ad all about upgrading to low-calorie versions of our favorite snacks instead of letting them go. Another element of the campaign is a sweepstakes where fans can let the brand know what vice they simply cannot give up. They are affectionately calling these “un-resolutions” which can also be shared on TikTok, while dancing to Astley’s classic “Never Gonna Give You Up”.
This campaign cleverly plays with the trope that resolutions are often abandoned within weeks of the New Year beginning. It also taps into Rick Astley, the cultural icon, to connect with audiences young and old that have been exposed to his 1987 hit through the internet. This campaign allows us all to be honest with ourselves, so we’ll give you our un-resolution. Here is the one thing we can’t give up.
- SOURCE: Marketing Dive
- BRAND: Frito-Lay, Rick Astley