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Hello, communicators:
Frito-Lay is partnering with singer Rick Astley for a “New Year, New You” campaign that urges snackers to lean into what they love when making their new year’s resolutions. The campaign spotlights Astley’s 1987 hit single “Never Gonna Give You Up,” which has endured as an online prank known as the “Rickroll” where the song’s music video appears unexpectedly in online content.
Fans are encouraged to share what they are “never giving up” and perform a duet of the song on Astley’s TikTok account for a chance to win a $1000 cash prize:
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