Competitive Edge - Sports & Entertainment Marketing News

Lay’s and Brazilian superstar Anitta power campaign with potato electricity


Lay’s has teamed with Grammy-nominated artist Anitta for a Latino TV spot, “Beat of Joy,” that features a remix of the Brazilian star’s hit song “Envolver,” per a press release. The effort is an extension of the Frito-Lay brand’s “Stay Golden” platform.

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Discussion Questions:

  1. What is market segmentation?
  2. What are the different ways a business or brand might segment a market?
  3. What is a demographic?
  4. What type of demographic information might businesses or brands consider when developing a marketing strategy?
  5. How would you describe Lay’s segmentation strategy based on what you learned in this news story?
  6. What demographic might they be hoping to reach with this campaign?
  7. What is influencer marketing?
  8. Who has Lay’s partnered with for this campaign?
  9. Why do you think they chose this particular artist for this campaign?
  10. What is potato electricity?
  11. Why do you think “potato electricity” was a component of this marketing campaign?
  12. Based on what you learned from this news story, how will Lay’s incorporate social media as part of this marketing campaign?
  13. Why do you think they chose those social media platforms for this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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