PLANO, Texas, Feb. 25, 2021 /PRNewswire/ -- Today,
Ruffles®, Official Chip of the NBA and one of the
marquee brands from PepsiCo's Frito-Lay division, has launched an
electric new campaign, Own Your Ridges™, featuring eight-time NBA
All-Star, Anthony Davis. A brand
famous for the ridges on its chips, the campaign is intended to
inspire fans to unapologetically embrace what makes them unique —
their "ridges."
![Anthony Davis Joined by Jayson Tatum and T-Pain to Help Ruffles Rally Fans to Own Their Ridges Anthony Davis Joined by Jayson Tatum and T-Pain to Help Ruffles Rally Fans to Own Their Ridges](https://mma.prnewswire.com/media/1444335/Ruffles_Flamin__Hot_BBQ.jpg)
Davis will star in two new commercials for Ruffles, the brand's
first new TV campaign in almost a decade, along with a special
cameo from renowned artist and producer, T-Pain. The hilarious
spots will pose questions like: What would Ruffles be like
without their ridges? and What would a coach be like without
the will to win? Viewers will also see a comical take on what
T-Pain would sound like without Auto-Tune®— and Davis surprised to
hear the high octaves the GRAMMY Award-winning artist can hit. Each
of these scenarios reveal that they wouldn't be the same without
these distinct qualities, or their ridges. The first commercial
[see here] is set to air during the NBA All-Star Game on
Sunday, March 7 on TNT, followed by
the second commercial airing during The GRAMMY Awards on
Sunday, March 14 on CBS.
As part of this campaign, Ruffles is also teaming up with
individuals who live their originality out loud, including
Jayson Tatum, the latest NBA
All-Star to score a Chip Deal with
Ruffles. As a part of the program, Ruffles has released a signature
flavor with Tatum: Ruffles Flamin' Hot BBQ — a flavor reminiscent
of his childhood in St. Louis, a
town known for its spicy, BBQ flavor. This new product is the first
time any Frito-Lay snack has combined the rich, tangy BBQ flavor
with its immensely popular Flamin' Hot kick, creating Ruffles' most
dynamic flavor yet.
"I'm so excited to be a part of a campaign that encourages
people to embrace all the unique parts of themselves," said Tatum.
"Growing up in St. Louis, bold and
spicy barbeque flavors were a staple for me, so bringing that heat
to my favorite snack is incredible to see – and taste."
This isn't the first time Ruffles has collaborated with an NBA
All-Star to release a groundbreaking flavor. Last year, Ruffles
debuted its inaugural Chip Deal with
Davis that included the launch of Ruffles Lime &
Jalapeño and a Ruffles-inspired signature shoe, The Ruffles
Ridge Tops. Now Tatum will join Davis to bring new and unique
flavors to the chip aisle.
"We're thrilled to launch Own Your Ridges which is meant to
inspire our fans to own all the things about them that 'zig'
when everyone else 'zags,'" said Stacy
Taffet, vice president of marketing, Frito-Lay North
America. "In partnership with Anthony
Davis and Jayson Tatum, who
are stellar examples of how to successfully live one's
individuality out loud, we want to offer a platform for our fans to
find power in their uniqueness. Because nothing is more magnetic
than showing up as authentically you."
Ruffles is also launching its 'Ridge Awards' on social media, an
opportunity for fans to recognize the people in their lives who
have a lot of flavor — their friends, family, or even themselves by
embracing their unique, quirky and distinctive "ridges." It's an
award that isn't focused on being the best, but being you.
Starting on March 14, Ruffles
followers on Instagram will have access to a custom Augmented
Reality filter to hold up their own "Ridge Award" and share how
they own their ridges.
Tatum's signature Ruffles Flamin' Hot BBQ is available now at
most retailers nationwide for $4.29
(8 oz. multi-serve) and $1.99 (2.5
oz. single-serve). Fans are encouraged to join the Own Your Ridges
campaign by following Ruffles across social media: Twitter,
Facebook, YouTube and Instagram. For more information, please visit
Ruffles.com.
About Ruffles
Ruffles is one of many Frito-Lay North
America brands – the $17 billion
convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is
headquartered in Purchase, NY.
Learn more about Frito-Lay at the corporate website,
http://www.fritolay.com/, the Snack Chat blog,
http://www.snacks.com/ and on Twitter
http://www.twitter.com/fritolay.
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated more
than $67 billion in net revenue in 2019, driven by a
complementary food and beverage portfolio that includes Frito-Lay,
Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including 23 brands that generate more than $1
billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Convenient Foods and Beverages by Winning with Purpose. "Winning
with Purpose" reflects our ambition to win sustainably in the
marketplace and embed purpose into all aspects of the
business. For more information,
visit www.pepsico.com.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/anthony-davis-joined-by-jayson-tatum-and-t-pain-to-help-ruffles-rally-fans-to-own-their-ridges-301235616.html
SOURCE Frito-Lay