How Messi, Pogba, Martens, UEFA And A Bag Of Lay’s Bring People Together
Tuesday, March 3, 2020 at 07:02PM By Barry Janoff
March 3, 2020: Following the launch last week of a global campaign for its Pepsi brand fronted by Leo Messi, Mohamed Salah, Paul Pogba and Raheem Sterling, PepsiCo has unveiled via its Lay’s division a multi-media effort staring Messi, Pogba and Lieke Martens.
Both campaigns, under the umbrella “For The Love Of It,” support PepsiCo’s alliance with the UEFA Champions League.
"We know that Lay's and football are two things that always bring people together,” Sebnem Erim, vp-marketing, global foods, PepsiCo, said via the company.
“This campaign brings Lay's qualities to the forefront and highlights just how far people, even world-class footballers, will go to get their hands on the world's most popular snack!"
The anchor spot, “Distracted Stadium,” sees Messi and Pogba in a soccer match in front of a filled stadium.
But the action on the pitch comes to a halt when a fan in the stands opens a bag of Lay’s, inciting the others — including 2017 UEFA Women's Player of the Year Martens, now with FC Barcelona Femení, working the game as a broadcast analyst — to charge toward him to share the chips.
Messi ultimately gets his hands on a by hanging from a stadium Skycam.
When a second fan then opens another bag of Lay’s, the people realize there is more than one bag of the product in the stadium.
The action plays out to the 1950’s-style rock ’n’ roll tune, “Let’s Have a Wonderful Time,” by The John Barry Seven.
“We wanted to step up the energy and demonstrate what could happen when a bag of Lay's brings a whole stadium together at a UEFA Champions League match,” said Erim.
Support includes digital, social media (#LaysUnited), exclusive on-set videos with each football player, OOH and POP via special edition UEFA Champions League designs, with each star having their own limited-edition packaging.
The global, multi-platform Pepsi campaign, anchored by a new spot, “Play Never Stops” — in which the four stars go all-out for the last can of Pepsi — is being activated in more than 80 countries.
It includes digital and social media, OOH and POP across Pepsi and Pepsi Black (also known as Pepsi MAX in select markets around the world).
Limited-edition packaging, which features all four players across Pepsi and Pepsi Black/MAX cans, offers an interactive experience through QR codes found on select product.
Regarding the Lay’s campaign, Messi said via the brand, "As always, it's a pleasure to be part of this year's Lay's campaign.
“I have partnered with Lay's for many years and each year they surpass all expectations. The idea of hanging from a Skycam to get my hands on a bag of Lay's is certainly an original stunt."
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