Lay’s Pairs Limited-time Flavors and Exclusive Remixes
Lay’s “Turn Up the Flavor” program is releasing three limited-time flavors inspired by three beloved music genres – Pop, Hip Hop and Rock.
Each flavor will exclusively unlock a new song from one of the most musically-diverse artists in the music industry, Bebe Rexha.
“Like flavor, music has the power to elicit strong emotions such as joy, passion and nostalgia. Those emotions can be heightened even further when you pair the right flavor and music together – and that’s exactly what we sought to do with the ‘Turn Up the Flavor’ program. As a brand that loves to delight our fans, we are excited to bring them two things they love – the uniquely delicious flavors of Lay’s and the incredible sound of Bebe Rexha. Our limited-time flavors paired with exclusive, new songs from Bebe each create a customized sensorial experience for our fans to taste, listen and enjoy,” said Katie Ceclan, senior director of marketing, Lay’s.
The sensorial experience of each “Turn Up the Flavor” chip flavor aims to give fans the same sensorial experience of listening to each genre of music – the company says.
- Lay’s Wavy Electric Lime and Sea Salt was paired with Pop Music;
- Lay’s Flamin’ Hot and Dill Pickle was the flavor for Hip Hop music;
- Lay’s Kettle Cooked Classic Beer Cheese was matched with Rock Music.
Fresh off her Best New Artist Grammy Award-nomination, being named Variety’s 2018 Songwriter of the Year and receiving The Music Business Association’s Breakthrough Artist Award, the singer/songwriter with hits across a wide range of genres, Bebe is helping Lay’s create the ultimate sensorial pairing of flavor and music. As a result, “Right Here, Right Now” was born: a new, original song that Bebe remixed across three different music genres.
“As an artist, I love immersing myself in different music genres because they all make you feel a variety of emotions. You can feel those same emotions when tasting different flavors. That’s why this collaboration with Lay’s felt so right, because we’re bringing an awesome blend of music and flavor to our fans – three flavors, three music genres, and three songs that not only taste and sound great, but make you feel really good too,” said Bebe Rexha.
By purchasing the limited-edition flavors and entering the on-pack code at www.LaysTurnUpTheFlavor.com, fans can download the new, exclusive custom music from Bebe Rexha and enter for the chance to win music-themed prizes such as Live Nation Concert Cash to use toward concert tickets. Fans can find the flavors in retail stores in the US starting March 4.