A February 2022 football-led campaign from snack brand Lay’s saw PSG and Argentina attacker Leo Messi and Dutch women’s football star Lieke Martens introduce fans to its new, limited-edition Lay’s GOAT Cheese Flavour Series.
The activation, created by agency Pangolin, is the latest iteration of Lay’s annual global football campaign which leverages the brand’s partnership with the UEFA Champions League and the creative seeks to reinforce and reflect fan passion and football joy through a high-energy street soccer game.
The campaign sees the PepsiCo-owned chip/crisp brand champion athlete ambassador and seven-time Ballon d’Or winner Lionel Messi as football’s GOAT and includes a suite of creative ad content spanning TV, engaging digital and social creative, in-store work and special-edition packaging.
It was led by a hero commercial featuring Messi and Martens pass an imaginary ball through dives, tricks and bites and welcomes all viewers to take part in the game.
After initially teasing the campaign on 2 March through social media, the hero commercial dropped globally on 3 March and urges supporters and viewers alike to ‘unlock football passion and enjoy a shared soccer moment with us’.
What do #UCL, #Messi and Lay’s all have in common? Check back here tomorrow pic.twitter.com/peOjhiS3TW
— LAY'S (@LAYS) March 2, 2022
The work promotes a special limited-edition flavour and packaging series – based around distinct cheese flavours (including goats cheese, cheddar jalapeño queso, pimienta and caramelised onion) – available for purchase in select markets around the world.
PepsiCo VP of Marketing (Global Foods) Sebnem Erim explained that this year’s UEFA Champions League activation celebrates the joy and passion fans show for the sport.
“From bringing to life the hotly anticipated Lay’s GOAT limited-edition packaging and flavours to an imaginative creative that you just have to smile throughout, our goal this season is to celebrate our fans and bring them joy as they open a bag of Lay’s and get ready to watch a UEFA Champions League match at home or in the stadium,” said Erim.
“I’ve worked with Lay’s for many years now, and of course been featured on their packaging. But this is new level,” commented Messi in the campaign launch PR. “I am so excited Lay’s was able to make this happen for fans and hope they can get their hands on one of Lay’s GOAT bags!”
Martens added: “This year’s Lay’s campaign is exactly what Lay’s is all about: fun and joy. And I think we gave a game without a ball a really good effort! Because we all know, it takes more than a ball to play.”
The campaign was created by Dark Horses, Directed by Traktor with Stink Films and Adelphoi Music.
Comment
Previous football/soccer activation from Lay’s in the last year has included ‘Replay’, ‘Messi’s Messages’ and ‘Apartment Arena’.
Leave a comment
You must be logged in to post a comment.