Rick Astley TikTok

Frito-Lay BFY: New Year New You tiktok #Challenge

New Year New You: Campaign background

Resolutions are out and intentions are in, so we’re focusing on the positive and asking consumers for the things they’d never give up. By creating a new conversation around “never-gonna-give-it-up resolutions,” we’ll shape their year for the better, building goals around what really matters most with help from the king of never giving anything up – Rick Astley.

Our in-store campaign involved promotional packaging and displays that directed customers to our website, where they could share their "Never Gonna Give It Up" goals for a chance to win $1,000 for the best 2022.

Amplification

We teamed up with the unstoppable Rick Astley and created a TikTok hashtag challenge with his hit song from the 80’s “Never Gonna Give It Up.” We launched the challenge on RickTok, and fans went absolutely wild.

Video Views: 10,725,572,781 | Engagement Rate: 12.50% | Reach: 513,250,242

TikTok Challenge Description

What are you NEVER GONNA GIVE UP in 2022??? Share it by duetting with the king of “Never Gonna Give It Up” resolutions, Rick Astley, using #FritoLayRickRoll. Oh, and don’t forget to enter for your chance to WIN $1,000 at NeverGonnaGiveItUp.com! See website for Official Rules.