Consumers will be able to unlock a new song by singer Bebe Rexha with each new flavour.
“Like flavour, music has the power to elicit strong emotions such as joy, passion and nostalgia,” said Katie Ceclan, senior director of marketing, Lay’s.
“Those emotions can be heightened even further when you pair the right flavour 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 flavours of Lay’s and the incredible sound of Bebe Rexha. Our limited-time flavours paired with exclusive, new songs from Bebe each create a customized sensorial experience for our fans to taste, listen and enjoy.”
Each “Turn Up the Flavor” chip flavour will give music lovers a sensorial experience. Lay’s Wavy Electric Lime and Sea Salt flavour is tangy and relates to the fun-filled melodies and lyrics of pop.
While hip hop inspired the new Flamin’ Hot and Dill Pickle flavour. Rapper and songwriter Saweetie has added a guest verse in Bebe’s Hip Hop remix for this flavour.
Lay’s Kettle Cooked Classic Beer Cheese has a bold flavour like rock music, so the lead singer’s vocals lead into the first riff of the power chords and the band to take it to the next level.
Bebe Rexha was recently nominated for Best New Artist at the Grammys and has been named Variety’s 2018 Songwriter of the Year and The Music Business Association’s Breakthrough Artist.
“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 flavours,” Rexha said.
“That’s why this collaboration with Lay’s felt so right, because we’re bringing an awesome blend of music and flavour to our fans – three flavours, three music genres, and three songs that not only taste and sound great, but make you feel really good too.”
Fans can find the flavours in retail stores across the US starting March 4.