- Lay’s today (Feb. 22) launched the newest iteration of its global “No Lay’s, No Game” brand platform as UEFA Champions League play heats up, per details shared with Marketing Dive.
- Central to the hassle is a long-form business shot 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.
- To extend the campaign, Lay’s partnered with Meta to create the Lay’s Detector, a digital experience that provides consumers a likelihood to scan a QR code on social channels or the business and prove they’re holding Lay’s for a likelihood to win prizes.
The return of Lay’s “No Lay’s, No Game” campaign gives the brand a possibility to unveil a stunt-powered, star-studded ad and a digital experience that extends the hassle to consumers around the globe.
The long-form spot was filmed in only a couple of minutes of a live match between AC Milan and PSG at San Siro in Milan. In the ad, Henry finished a bag before Beckham could eat any, prompting the pair to ask match attendees via the jumbotron to show a bag of Lay’s. Then, the Lay’s “Chip Cam” — a play on the ever present “Kiss Cam” — searched the gang, eventually landing on a father-daughter duo who had Lay’s and were invited to watch the remainder of the match with the soccer legends.
In addition to the campaign creative, the Frito-Lay brand rolled out the Lay’s Detector, a digital experience made in partnership with Meta that uses QR codes within the ad and the brand’s social channels to let consumers prove they’re holding Lay’s for a likelihood to win prizes, content and tickets to the UEFA Champions League Men’s Finals at Wembley Stadium in London. The Lay’s Detector can be available through the brand’s Instagram and Facebook pages within the U.S., with information for non-U.S. residents available on the brand’s local social channels.
Creative agency Slap Global made the campaign, which is able to launch in select markets and roll out globally within the lead up to the Women’s and Men’s Finals within the spring.
Lay’s first launched “No Lay’s, No Game” last February with one other campaign starring Henry, with the Arsenal and FC Barcelona legend visiting fans at their homes. Previously, the brand continued its FIFA World Cup partnership with an ad that also featured Beckham.
Frito-Lay North America delivered 9% organic revenue growth in 2023, down from 17% organic revenue growth in 2022, per parent company PepsiCo’s latest earnings report. While lots of Frito-Lay’s brands delivered double-digit growth, Lay’s delivered mid-single-digit growth.
Read the total article here
