- Lay’s is activating around soccer competitions the UEFA Champions League (UCL) and the UEFA Women’s Champions League (UWCL) with a star-studded pub crawl in an effort to boost fan engagement — bars and arund the world, according to a press release.
- The PepsiCo brand’s “No Lay’s, No Game” campaign returns for a 3rd consecutive season and has been updated with the pub theme. The effort stars Thierry Henry, Lionel Messi and Luis Suárez, in addition to newest brand ambassador Alexia Putellas.
- For the pub crawl, the soccer superstars looked for venues that serve Lay’s potato chips and stayed to watch the sport with patrons in some locations, which is documented in a video on YouTube. Other campaign elements include outside lights that light up at venues serving Lay’s when a UCL game is on, a sturdy social media presence, the Lay’s Dash digital experience and pub watch parties with prizes.
As fans all around the world are crowding into bars to watch soccer, Lay’s is spotlighting its status because the official snack partner of the UCL and UWCL with an effort that showcase pubs serving the brand. The Lay’s Lights won’t only act as an indicator that a game is on, but additionally if the bar is a contender to have customers’ tabs covered by Putellas or Henry. The Lay’s Lights could be present in Spain, Portugal, Germany, Ukraine and South Africa.
Directed by Andrew Lane and created in partnership with Slap Global, the video kicks off with Putellas and Henry as they leave a live interview with journalist Guillem Balagué to seek for a bar in Barcelona that serves the snack. Messi and Suárez are on a parallel journey in Miami. The over two-minute long video concludes after the 2 pairs finally find bars where they’ll watch the games and share Lay’s with fans.
Fans who’re in a bar and eating Lay’s during a UCL game have the prospect to have their tab covered. The brand also has giveaways and watch parties planned within the lead-up to the finals. Those who’re unable to attend an in-person event can scan a QR code or go to a special website where they’ll play a game as Putellas, Henry or Messi on the hunt for Lay’s for a likelihood to win a prize.
The pub crawl effort follows last yr’s iteration of “No Lay’s, No Game” that also connected fans with soccer legends. In 2024, the brand shot a business in under five minutes during a live match. In the spot, soccer legends David Beckham and Thierry Henry finish a bag of Lay’s before using the “Chip Cam” to find fans within the stadium with Lay’s in hand who were then invited to watch the match with the pair.
Lays parent company PepsiCo saw a Q4 revenue of $27.78 billion, a 0.24% decrease from the yr prior. This comes as the corporate heightens its focus on healthier options within the face of falling snack sales. Many consumers are in search of “higher for you” options, impacting the snack market.
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