Unfolding of the global campaign invites the consumer to enjoy the European championship accompanied by the snack
In another year of sponsorship of the UEFA Champions League and UEFA Women’s Champions League, Lay’s promotes the No LAYS, No Game concept in a global campaign. In Brazil, the motto will also be translated as an invitation to the consumer to enjoy the European championship accompanied by the snack.
The brand’s new campaign, developed by AlmapBBDO, instills the fan spirit in consumers from the LAYS League, where four influencers compete for a trip to watch the final of the tournament, in Turkey, participating in a series of challenges. Composing the LAYS League are Al Xavier, Junior Manella, Negrete and Tomer Savoia.
The translation of the campaign matches the brand’s global campaign, which stars players Lionel Messi and Thierry Henry.
The objective of LAYS is to transform the experience of football fans who follow championship matches, reinforcing one of the many occasions for consuming our potatoes. Through content that confirms the brand’s presence in the world of football, we invite everyone to get together with the crowd and enjoy the moment with LAYS. After all, no LAYS, no game, says Daniella Lopes, Head of Marketing for Potatoes at PepsiCo.
In Brazil, Lay’s promoted a broadcast event for the UEFA Champions League final at Pocket House So Paulo for invited partners of the brand. On the day, the event will feature brand activations, musical attractions and much more.
