The North American Divisions of Purchase, N.Y.-based PepsiCo announced teaming up to launch its Share More Joy campaign, featuring a new holiday commercial: “Melt.”
The commercial, which will debut on Thanksgiving Day, marks the first national holiday commercial collaboration between Frito-Lay and PepsiCo Beverages. Created by PepsiCo’s In-House Content Studio and directed by five-time Emmy Award-winner Robert Stromberg, the commercial features a hybrid of animation and real-life footage.
“Our core mission is to create more smiles,” said Aidan Kingerlee, vice president of marketing at PepsiCo, in a statement. “The holidays are a time to bring loved ones and friends together, and PepsiCo beverages and snacks are the perfect complement for holiday celebrations. We are so excited to feature our iconic beverage and snack brands in our joyous and fun holiday commercial this year.”
At the center of it all is Frito-Lay's new digital Holiday Village, an immersive experience for exploring virtual storefronts and discovering limited-time snacks, branded merchandise bundled with classic chips, and joyful holiday content.
At the Holiday Village, consumers can pop into the Holiday Shop and snag gifts for everyone on their lists ― including branded Lay’s sweaters bundled with Lay’s Classic Potato Chips, Cheetos Puffs body pillows with Cheetos Crunchy chips, inflatable Doritos snow sleds with Doritos Nacho Cheese, and Flamin’ Hot beanies with Cheetos Flamin’ Hot snacks, it says.
Through the augmented reality lens inside the Portrait Studio consumers can “try on” select merchandise pieces, including a branded Ruffles sweater and Doritos scarf, it notes.
In addition, Frito-Lay will continue its partnership with Toys for Tots for a third year, it says. A $500,000 donation will help support children across the United States with deliveries of toys, books and other gifts, it adds. Consumers can help support Toys for Tots by making individual donations. The Giving Tree, which sits as the centerpiece of the Holiday Village, transports visitors to a donation page where they can contribute directly.
PepsiCo Beverages also is giving back by offering 2,000 consumers across the United States a chance to win up to $500 in Visa gift cards, helping brighten their spirit and lighten the load this gifting season, the company says.
“Each year, we reimagine our ‘Share More Joy’ campaign and find new ways to celebrate the magic of the season,” said Tina Mahal, senior vice president of marketing at Frito-Lay, in a statement. “Creating our holiday commercial for the first time in partnership with PepsiCo Beverages allowed us to bring together even more fan-favorite brands and tell an uplifting story of togetherness and the lengths we might go to share more joy with those around us.”
