NEW YORK: Pepsico snack brand Lay’s Tuesday premieres a new global campaign centered on “uniting and bringing joy to people around the world through football”.
With this season’s fans viewing matches in living rooms versus stadiums, the 2021 effort in support of the brand’s largest global platform – Men’s UEFA Champions League and UEFA Women’s football – looks to bring match-day excitement and comradery home with new creative featuring six-time Ballon d’Or winner Lionel Messi, world champion Paul Pogba and UEFA Women’s Player of the Year 2017 Lieke Martens.
The heart of the program, “Apartment Arena”, sees Messi and Martens sparking an energetic stadium atmosphere as they unite an apartment building in watching the game together – but apart – from their balconies. Triggered by the irresistible sound of a bag of Lay’s being opened, Pogba breaks from his pre-match warm-up to join in the fun as Lay’s brings the community together.
“Lay’s brings a fresh perspective to the everyday – like watching a match from your couch with a bag or bowl next to you,” said Sebnem Erim, vice president, Marketing, Global Foods, PepsiCo. “Even in the toughest of times, joy is all around us – we just need to be open to spotting and sparking it. Lay’s is an every-fan brand that can relate, and we know there is no greater joy than shared football fandom. We’re looking forward to creating these moments with this year’s program.”
This year, the Lay’s brand looks to help make the connections fans have been missing with an interactive campaign that includes a first of its kind. Lay’s and Messi have partnered to facilitate game day viewing by giving fans the chance to send personalized videos from Messi himself, in 10 different languages, to invite friends to watch the game.
Messi Messages is a world-first, using innovative technology that makes organizing match-day easier, while sharing a little unexpected joy.
Lay’s multi-year premier partnership with UEFA Women’s football sits alongside its sponsorship of the Men’s UEFA Champions League, aiming to excite and bring fans closer to the athletes and game they love with a strengthened, united presence across the sport.
