Lay's has launched a new global campaign centred on uniting and bringing joy to people around the world through football.
To mark the return of the UEFA Champions League and UEFA Women's Champions League, Lay's will look to bring the excitement of the competitions to the living room, with fans still shut out football grounds across Europe.
The new creative will feature six-time Ballon d'Or winner Lionel Messi and world champion Paul Pogba, alongside UEFA Women's Player of the Year Lieke Martens.
“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.”
An interactive campaign will also be set up, called 'Messi Messages' that will see fans be given the chance to send a personalised video from Messi himself, in 10 different languages, to invite friends to watch the game. Messi Messages will be a world-first, using innovative technology that makes organising match days easier.
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.
Author: Jake Wilkin