LIONEL MESSI, PAUL POGBA
AND LIEKE MARTENS BRING MATCH-DAY JOY HOME IN NEW
CAMPAIGN
NEW YORK, Feb. 9, 2021 /PRNewswire/ -- Today the
world's number one snack brand, Lay's®, premieres a new global
campaign centered on uniting and bringing joy to people around the
world through football. The 2021 effort in support of the
brand's largest global platform – Men's UEFA Champions League and
UEFA Women's football – leads with the very best in players, sport,
and of course, snacks.
With this season's fans viewing matches in living rooms versus
stadiums, Lay's looks to bring match-day excitement and comradery
home with new creative featuring six-time Ballon d'Or winner
Lionel Messi, world champion Paul
Pogba and UEFA Women's Player of the Year 2017 Lieke Martens.
The heart of the program, "Apartment Arena," sees Messi and
Martens sparking an energetic stadium atmosphere as they unite an
apartment building in watching the game together – but apart – from
their balconies. Triggered by the irresistible sound of a bag of
Lay's being opened, Pogba breaks from his pre-match warm-up to join
in the fun as Lay's brings the community together.
"Lay's brings a fresh perspective to the everyday – like
watching a match from your couch with a bag or bowl next to
you," said Sebnem Erim, Vice
President, Marketing, Global Foods, PepsiCo. "Even in the
toughest of times, joy is all around us – we just need to be open
to spotting and sparking it. Lay's is an every-fan brand that can
relate, and we know there is no greater joy than shared
football fandom. We're looking forward to creating these moments
with this year's program."
Lay's and football are simply better together – and have been
successfully doing so for decades. This year, the iconic brand
looks to help make the connections fans have been missing with an
interactive campaign that includes a first of its kind. Lay's and
Messi have partnered to facilitate game day viewing by giving fans
the chance to send personalized videos from Messi himself, in 10
different languages, to invite friends to watch the game. Messi
Messages is a world-first, using innovative technology that
makes organizing match-day easier, while sharing a little
unexpected joy.
Messi said: "Football is the world's greatest
sport, with one of the key reasons being the power the game has to
unite, connect and bring joy, especially in these times. I am proud
to share that in new ways this year with Lay's and some truly
unique initiatives."
Martens said: "In Lay's first effort across both
Men's and Women's football, we've come together to create a moment
of joy out of the everyday: watching a match at home. I think it is
so relatable and powerful to see that no matter where or how we
watch, we're united in the energy and excitement of the
game."
Pogba commented: "I was delighted to take part in
another Lay's football campaign. It's always high-energy and fun –
and I am personally excited to bring our fans some well-earned
smiles this year."
Lay's multi-year premier partnership with UEFA Women's football
sits alongside its sponsorship of the Men's UEFA Champions League,
aiming to excite and bring fans closer to the athletes and game
they love with a strengthened, united presence across the
sport.
Lay's engaging digital content, as well as distinctive point of
sale at shelf and search, will bring football home with a
stadium-worthy fan experience. Join in the conversation
online and enjoy the 2021 Men's and Women's UCL matches with Lay's
and #BETTERTOGETHER.
FOR MORE INFORMATION, CONTACT:
Glenda Soares:
glenda.soares@pepsico.com
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo
generated more than $67 billion in net revenue
in 2019, driven by a complementary food and beverage portfolio that
includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana.
PepsiCo's product portfolio includes a wide range of enjoyable
foods and beverages, including 23 brands that generate more
than $1 billion each in estimated annual retail
sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Convenient Foods and Beverages by Winning with Purpose. "Winning
with Purpose" reflects our ambition to win sustainably in the
marketplace and embed purpose into all aspects of the
business. For more information,
visit www.pepsico.com.
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SOURCE Lay’s