PepsiCo Inc. (NASDAQ: PEP) Frito-Lay division teams up with awesome basketball James lebron on a new marketing campaign for its Frilly brand of potato chips.
What happened: The company has long distinguished the Ruffles brand from the competition by showcasing the edges of its chips. Based on this design, the new company under the “Become the owner of your crests” banner will debut on Christmas Day with a TV commercial titled “The DNA of Ruffles” In this ad, James recalls the “ridges” that defined his life while four other people who overcame obstacles to be successful will also be included.
“The idea of owning your crests and embracing what makes us all different resonates with me on many levels,” James said in a press release. “I am excited about the depth of the ‘Ruffles DNA’ campaign and the ability to engage everyone with its inspiring message. “
What else happened: As part of this new partnership, Ruffles and the PepsiCo Foundation team up with the LeBron James Family Foundation in a new initiative to help economically disadvantaged communities through education, vocational training and other global support initiatives.
“LeBron is fully committed to social change and has a positive impact on communities,” said Stacy Taffet, Vice President of Marketing, Frito-Lay North America. “With this partnership, we look forward to the collective impact we can have in communities together.”
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