In an effort to reach young Latinx consumers, Lay’s is tapping Brazilian star Anitta. In a 30-second ad spot titled “Beat of Joy,” the Grammy winner taps into the brand’s “Stay Golden” initiative introduced around last year’s Super Bowl game. Anitta’s upbeat music from her song “Enolver” plays as she and a team of multicultural dancers are amazed as the tune is remixed by the power of potatoes. Plus, in a nod to Anitta’s stardom having been brought on by TikTok, Lay’s is encouraging fans on the app “to recreate the singer’s transition from regular clothes to “superstar glam” with the bite of a Lay’s chip.” YPulse’s Celebrities and Influencers report data shows that a quarter of BIPOC Gen Z and Millennials say they would pay attention if music celebrities were in a commercial. (Marketing Dive)
