He’s back, but he’s not rolling us. British music sensation Rick Astley returns to star for a second year in Frito-Lay’s “New Year, New You” campaign.
The 360-degree program spotlights Astley’s hit song Never Gonna Give You Up as a reminder that while traditional new year’s resolutions often focus on giving things up, consumers can seize the moment to lean into what they love – particularly when it comes to their favorite snacks.
The 2022 “New Year, New You” campaign builds on the popular Astley spot that originally debuted in December 2020, this time with a new contest component and a chance to duet with Astley on TikTok.
The “New Year, New You” campaign kicked off late last year when a digital commercial featuring some of Frito-Lay’s favorite smarter-snacking choices, including SunChips Harvest Cheddar, Smartfood popcorn in White Cheddar, SIMPLY Cheetos Puffs White Cheddar, and BAKED Lay’s began airing on Facebook, Instagram, YouTube, and Amazon, along with audio on Spotify.
Scripted to the tune of Astley’s Never Gonna Give You Up, the ad draws viewers in with an upbeat message that strays from age-old new year’s resolutions of sacrifice and compromise and focuses on embracing the things we love instead. Watch below:
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“Inspiring joy is at the core of what Frito-Lay does and, in 2022, we’re flipping the script on new year’s resolutions by encouraging people to approach the upcoming year with a positive mindset and focus on not giving up the things they love,” said Ciara Dilley, Frito-Lay vice president of marketing. “We’re thrilled to have Rick back as part of our ‘New Year, New You’ campaign that was imagined to help celebrate the everyday things and find a little more balance in our lives.”
“No one should start a new year with a list of things they’re giving up, so I’ve partnered again with Frito-Lay to continue encouraging people to do more of what they love,” said Astley. “The point of Frito-Lay’s ‘New Year, New You’ campaign is that we can still enjoy the things we love while also making choices we feel good about. That doesn’t just have to be about snacking, either. It’s an idea that can resonate across all areas of our lives.”
Frito-Lay amps its “New Year, New You” message beyond the digital spot in which Astley appears with two opportunities for consumers to get involved. Fans can visit www.NeverGonnaGiveItUp.com through February 27 to share what they are “never giving up” in the new year for a chance to win a $1,000 cash prize and to see the official contest rules.
Frito-Lay will select 18 individual winners, with two announced weekly through the duration of the contest, based on written and video submissions that project positivity, authenticity, and a lightheartedness about why that “something” is so important to them for a total prizing amount of $18,000.
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On TikTok, consumers can duet Never Gonna Give You Up alongside Astley while also sharing their “Never Gonna Give It Up” un-resolution. The duet is assessable through Astley’s TikTok (@rickastleyofficial) and will be live in his feed through February 17th.
