In line with its Turn Up the Flavor platform, Lay’s has teamed up with music artiste, Bebe Rexha, to introduce three limited-edition flavours.
Lay’s has rolled out three limited-time flavours inspired by three favourite music genres—pop, hip hop, and rock—through its Turn Up the Flavor platform. Each unlocks a new song from the musically-diverse Bebe Rexha, who has partnered with the brand for the launch.
According to the snack giant, the musician and singer is the ideal partner to help create the ultimate sensorial pairing of flavour and music. In conjunction with the collaboration, Right Here, Right Now was born. The original track was remixed by the star across three genres.
“Music has the power to elicit strong emotions like joy, passion, and nostalgia. These can be heightened when the right flavour and music are paired together. That’s what we sought to do with Turn Up the Flavor,” said Katie Ceclan, Senior Director of Marketing for Lay’s.
The three limited-edition chips releases are Wavy Electric Lime and Sea Salt (pop); Flamin’ Hot and Dill Pickle (hip hop); and Kettle Cooked Classic Beer Cheese (rock).