Lionel Messi, Paul Pogba and Lieke Martens bring the joy of matches home in their new campaign.
NEW YORK, February 9, 2021 / PRNewswire / - The world's favourite snack brand, Lay's®, debuts today with a global campaign designed to bring a sense of community and joy to people around the world through soccer. The 2021 edition of the campaign supporting the brand's largest global platform - the UEFA Champions League and UEFA women's football - boasts the best players, sports and, of course, snacks.
This season, with fans watching games in their own showrooms rather than in stadiums, Lay's tries to bring the exciting atmosphere and community feeling of cheering home with a new initiative featuring six-time Ballon d'Or winner Lionel Messi, world champion Paul Pogba and 2017 UEFA Footballer of the Year title Lieke Martens.
The highlight of the program is the "Apartment Arena" , where Messi and Martens create the energetic atmosphere of the stadium in a residential building where the tenants watch the game together - although separately - from their balconies. At the irresistible sound of the irresistible pack of Lay's chips, Pogba interrupts the pre-match warm-up to join the fun where Lay's brings together members of the community.
"Lay's brings a fresh perspective to everyday activities, such as watching a match from the couch with a packet or bowl of snacks on hand," said Sebnem Erim, PepsiCo's vice president of international food marketing. - Even in the toughest times, joy is everywhere - you just need to see it and share it with others. Lay's is the brand of every fan who understands these emotions, and we know that there is no greater joy than supporting football games together. We are glad that thanks to this year's program we will have such moments of shared joy ”.
Lay's and football taste better together - and have been for decades. This year, the legendary brand is trying to restore the ties that have recently been lacking between fans, thanks to an interactive campaign that includes a unique element. Messi has partnered with Lay's to encourage fans to watch the game together, giving them the opportunity to send personalized videos from Messi himself in 10 different languages, inviting friends to watch the game. "Messi Messages" is the world's first innovative technology of its kind, which facilitates the organization of watching a match, and also enables the sharing of unexpected joy.
Messi said: “Football is the greatest sport in the world, mainly because football has the power to connect people and make them happy, especially in these times. I am proud to be able to share all of this in new ways this year thanks to Lay's and my participation in extraordinary initiatives. "
Martens said: “As part of Lay's first initiative to bring together men's and women's soccer, we came together to find joy in the daily event of watching a match at home. I think a lot of people understand this and find strength in the shared energy and joy of the game, no matter where we are or how we watch it. "
Pogba commented: “I was delighted to participate in another Lay's campaign. You can always count on great energy and fun here - I am personally happy that we will be able to bring the fans well-deserved moments of joy this year ”.
Lay's long-standing authorized partnership with UEFA women's football runs alongside the sponsorship of the UEFA Champions League, all to bring excitement and connect fans with athletes and their favourite sport through a strong, unified presence in the sport.
With interesting digital content published by Lay's and distinctive promotional activities at the point of sale, football watched at home will be of comparable value for fans of the sport of a live match. Join the online conversation and enjoy the 2021 UEFA Champions League and Champions League matches with Lay's and #BETTERTOGETHER.
PepsiCo products are enjoyed more than a billion times a day by consumers in more than 200 countries and territories around the world. In 2019, PepsiCo had net revenues of over $ 67 billion from sales of complimentary food and beverage products including Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide variety of tasty snacks and drinks, including 23 brands that generate over $ 1 billion in revenue each in estimated annual retail sales.
PepsiCo's operations are guided by the vision to be an international leader in the food and beverage industry by delivering business results with purpose. The "Winning with Purpose" philosophy reflects the company's ambition to achieve market success in a sustainable manner with goal awareness in every aspect of its business. For more information, visit www.pepsico.com.