Lay’s worked with the production team behind Endless to fully integrate its products into every episode, and the snack food brand also teamed up with influencer Dylan Jordan, one of the series’ stars, to promote Lay’s via a series of custom six-second non-skip commercials that will run throughout the season.
Season three of Endless follows the aftermath of the emotional breakup of stars Jordan and fellow influencer Summer Mckeen and the next phase of their lives in New York.
Snap Inc. said 38 million unique viewers have watched the Endless franchise through its first two seasons, and 90% of viewers who completed season one went on to watch season two during its first month of availability.
Endless is produced by Bunim/Murray Productions.
Snap senior director of creative strategy Jeff Miller said in an email, “Lay’s is ahead of the game. They fully understand the value of video on Snapchat—reaching an engaged audience through curated content. Their strategy is relevant now more than ever.”
Vice president of marketing for Lay’s, Ruffles and Value Brands Sadira Furlow added, “Our goal is to show our fans that we hear them. We are where they are—and we’re supportive of their passions and pastimes. With Endless, we’re innovating against more traditional approaches to advertising and developing branded content that is additive to Generation Z’s experience, rather than setting out to disrupt it.”