Flamin’ Hot and Megan Thee Stallion create fake university to raise real HBCU scholarship dollars

Frito-Lay’s Flamin’ Hot flavor and Megan Thee Stallion are teaming up to raise money for her alma mater, Texas Southern University. The pop star is featured as the dean in a new video for Flamin’ Hot University—referred to cheekily as “FU”—a fake university that the PepsiCo brand will use to raise real money for a scholarship fund of up to $150,000 at Texas Southern University (TSU), a historically Black university in Houston. The website for the university contains video “courses” on posing for photos, snack and food ideas, and being a content creator, with plenty of chances to purchase Flamin’ Hot snacks. Goodby, Silverstein & Partners is the agency behind the campaign, which includes a digital media buy with significant investment across streaming and social platforms, according to PepsiCo. Various Frito-Lay brands with Flamin’ Hot varieties promoted the effort on their social channels on Tuesday. Like a real university, the campaign aims to generate revenue from merchandise. Streetwear designer Melody Ehsani has created six clothing items to rep Flamin’ Hot University, including a varsity jacket, sweater and shorts, available while supplies last. See all of Ad Age’s 40 Under 40 honorees here “Student loans can create a significant burden on college graduates—especially at HBCUs where students graduate with 19% more debt than those at non-HBCUs,” said Tina Mahal, senior VP of marketing at Frito-Lay, citing 2022 data from the Center for Responsible Lending. “The Flamin’ Hot University scholarship fund at TSU was designed to ease some of the financial pressures student loans bring so graduates can focus on unleashing their hottest potential.” Recent news: PepsiCo doubles down on HBCU sponsorship At TSU, the estimated cost of attendance for the 2023-2024 academic year ranges from $28,870 to $42,580. The program comes as student loan borrowers are set to begin payments on Oct. 1 after a three-year pause. (Interest began accruing earlier this month.) Additionally, Flamin’ Hot will make a separate contribution of $100,000 to the Pete and Thomas Foundation, the rapper’s non-profit organization that launched in 2022 and focuses on assisting women, children, senior citizens and underserved communities in Houston and across the world. The scholarship and donation are the latest in PepsiCo’s increased investment in HBCUs. Earlier this year, the company inked a six-year deal with the Southwestern Athletic Conference (which includes TSU) to be the exclusive beverage, sports performance product and salty snacks sponsor of SWAC football, basketball, Olympic sports and esports. The goal is to build a recruitment pipeline. This also isn’t the first time PepsiCo has worked with Megan Thee Stallion. Last year, she was part of Frito-Lay’s Super Bowl commercial for Doritos and Cheetos, appearing in teaser content and ultimately voicing the songbird in the spot. The rapper has also worked with Nike, CashApp and Popeyes for her Hottie Sauce dip. Check out the latest Ad Age events and award programs

Flamin’ Hot and Megan Thee Stallion create fake university to raise real HBCU scholarship dollars

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