The snack giant is also rolling out limited edition packaging, featuring football greats, including seven-times Ballon d’Or award winner Lionel Andrés Messi (known as Leo Messi) and former teammate Theirry Henry – to celebrate the brand’s partnership with the UEFA Champions League.
The sought-after bags showcase the dynamic energy the athletes bring to the game, while underpinning another key element – passionate fans – that makes it one of the world’s most-watched sporting events.
The bags are rolling out in the US, South Africa, Poland and other nations throughout the entire UEFA Champions League tournament until the 2022/23 final – taking place at Istanbul's Atatürk Olympic Stadium on 10 June.
Unexpected visitor
Lay’s No Lay’s, No Game platform honours nearly a decade of partnership between the chip brand and the UEFA Champions League.
The campaign launched on 21 February with a short film titled ‘Thierry Visits’ featuring the fellow football legend. Henry and Messi were teammates in the 2009 FC Barcelona team that was crowned UEFA Champions League winners.
In the new TV commercial – ‘Messi Visits’ – the soccer G.O.A.T. and longtime partner of the Lay’s brand shows up unannounced to a house of football superfans to see if they are matchday ready, that is, fully stocked with Lay’s chips.
The ‘Lay-les’s fans are left to watch the match without Messi who chooses to watch with the neighbours who have Lay’s on hand.
The ad’s emotion and humour are given a boost with a parody of the power-ballad ‘All By Myself’ (by Eric Howard Carmen) with new lyrics: ‘No Lays, No Game’.
Be prepared
“If you are well prepared, you have more chances to play your best,” said Messi, whose net worth is reported to be more than $620m, making him the wealthiest footballer in the world.
“The same goes for all fans who love watching football, gathering their friends and sharing Lay’s. This is what the new Lay’s commercial is conveying with a little humour. Matchday is never complete without Lay’s.”
Added Ciara Dilley, PepsiCo’s VP of Marketing, Global Food Brands, “It’s unthinkable to watch football without Lay’s, and it’s unthinkable to leave Messi out of the ‘greatest of all time’ conversation.
“That’s why Lionel was the perfect partner for the No Lay’s, No Game platform and why Lay’s has been teammates with him for many years.
“He’s an icon of the sport and with Messi’s help, the No Lay’s, No Game movement will unite fans over the simple act of sharing Lay’s.”
