One of the most powerful brands in the snack market, Frito-Lay utilized meaningful product placements to maintain relevancy with a younger audience and stake claim in the non-ad supported space. Partnering with BEN put some of their biggest products like Cheetos, Lays, and Doritos directly in the hands of today’s hottest musical artists through some of the most popular music videos of the year. Working directly with producers and writers, BEN found moments of situational salience and authentically integrated products into key scenes of popular content. High-quality integrations engaged diverse audiences and over-delivered on projected KPIs.