In recent weeks, a handful of brands have changed their logo to encourage people to stay home and practice social distancing. Not Frito-Lay.
In a new 60-second spot titled “It’s About People,” Frito-Lay argues that the current moment is not an opportunity for brands to grab the public’s attention by demonstrating their cleverness, creativity or thought leadership. Instead, this is a time for humans to help other humans.
“The world doesn’t need brands to tell us how to think or feel,” reads white text on a black background. “The world needs brands to take action.”
The ad touts how the Frito-Lay brand is helping during the crisis, listing a number of steps the brand, by way of the PepsiCo Foundation, has taken to give back, such as hiring new full-time employees with benefits, providing 20 million meals for families in need and funding mobile health clinics offering COVID-19 testing across the country. Near the end, the text asserts: “This is not about brands. It’s about people.”
“Frito-Lay is proud to serve the communities where we live and work during this unprecedented global pandemic,” said Rachel Ferdinando, CMO, Frito-Lay North America, in a statement. “Despite social distance, our hope is that we’ll emerge more connected than ever before.”
The ad is scheduled to debut tomorrow, April 10, during ABC’s Good Morning America and make subsequent appearances on ABC’s 20/20, CBS’s The Late Late Show with James Corden and NBC’s The Voice. The spot was written and produced by Frito-Lay’s internal creative team.
Frito-Lay is currently partnering with the PepsiCo Foundation to conduct its COVID-19 response throughout North America, according to the company.