• by Karlene Lukovitz  @KLmarketdaily, February 28, 2019

Lay’s is building on a partnership with singer/songwriter Beve Rexha and “The Voice” with a music download and sweepstakes promotion tied to new flavors.

As of March 4, the PepsiCo Frito-Lay brand will have three limited-time flavors in stores, each said to be inspired by a music genre.

Rexha has recorded three brand-exclusive remixes of custom songs, each tied to a flavor: pop for Wavy Electric Lime and Sea Salt, hip-hop for Flamin’ Hot, and rock for Classic Beer Cheese.

Fans who buy one of the flavors and enter an on-pack code at the “Turn Up the Flavor” promotion's site will be able to download the associated original song. In addition, they can enter the sweeps for a chance to win music-themed prizes, such as Live Nation Concert Cash to use toward concert tickets.

For season 16 of NBC’s “The Voice,” which premiered this week, Rexha has been added as a “fifth coach” for the second season of “The Comeback Stage,” a nine-part digital companion series presented by Lay's.

The sponsorship deal also includes custom content and “experiential activations” for “The Comeback Stage” running throughout the season on “The Voice,” according to Lay’s.

Lay’s’ marketing for the “Turn Up the Flavor” promotion includes a video featuring Rexha (below), posted on YouTube and the brand’s other social channels.  

For “The Comeback Stage,” Rexha will mentor artists who didn’t make a team during the “blind auditions” for “The Voice,” as well as eliminated artists from later rounds. These artists will compete against eliminated artists from later rounds for a chance to perform live for America's vote on April 30 and re-enter the competition as part of the Top 13.

"The Comeback Stage" runs on "The Voice" App, NBC App, YouTube, Facebook and Twitter.

In its first season last year, "The Voice" Comeback Stage received 7.8 million total views across all platforms for its 10 episodes.