Frito-Lay amplifies Black creative voices with #JoyFULLYBlack

Frito-Lay launches its #joyFULLYBlack campaign

Frito-Lay has launched its #joyFULLYBlack campaign, a project designed to celebrate the joy-filled stories that are reflected in our communities, families, friendships and daily interactions.

As a part of Frito-Lay and PepsiCo’s Racial Equality Journey (REJ) Initiative— Frito-Lay will invest more than $400 million dollars over the next five years to support the Black community.

This project is a continuation of Frito-Lay’s ongoing efforts to increase investments, representation, and amplification of Black creative voices – in front of and behind the camera. To produce the campaign, Frito-Lay has partnered with REVOLT and a 100% Black creative team –  Director: Carlos “Kaito” Araujo; Writer and photographer: Nyki Elle; and narrator: Grammy and Emmy award-winning artist, H.E.R – to celebrate the many Black joy-filled moments that occur each day in communities across the US.

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The creative direction focuses on the significance and depth of a Black neighborhood and the moments that permeate the community – reflections of powerful Black joy – as a brother and his sister talk a walk through The Block: self-care, reveling in the talent and joy of dancing, waiting for that signature taste coming from the legendary grill master, and even how friendly rivalries are a part of what makes you family. 

But this is about more than just one commercial – instead, it’s about pushing to see positive, joyful images of Blackness on our screens more than we see the negative ones.

#joyFULLYBlack will run on REVOLT beginning Friday, November 19.

Rachel Ferdinando, SVP and CMO of Frito-Lay: “At Frito-Lay we are on a journey to bring more diverse representation to our advertising and marketing – both in front of and behind the camera. We know change doesn’t happen in a vacuum, so we are proud to engage partners like REVOLT and Black creators who can authentically tell stories of joy through moments that are unique and meaningful to the Black community – and more accurately represent them.”

Carlos “Kaito” Araujo, Director: “I’m thrilled to have worked with REVOLT and Frito-Lay on a campaign that highlights the Black community’s dynamic, joyful spirit, which is often hidden in plain sight. As a creator, it’s incredibly important to me to align with projects that center and amplify our voices in a positive light. My hope is that this visual will spark joy, inspiration and a reminder to acknowledge one another in anyone who watches.”

Andre Woolery, Head of REVOLT’s Branded Content Agency: “We believe in the power that Black creators have and how they change the world by impacting culture in ways that no one else can. As the head of REVOLT’s internal content agency, #000000, and a creator myself, it brings me immense pride to empower talented Black directors, writers, editors, actors, music producers, and producers with unique opportunities. Projects, like this one, centered on the positive impact and investment in Black audiences is imperative.  I salute Frito-Lay for being a future-forward brand that sees branded content as an opportunity to also operate as social impact.”