Lay’s Launches Global Champions League Campaign

Lay’s has launched a new global campaign ahead of the return of the men’s UEFA Champions League and UEFA Women’s Champions League, featuring some of the game’s most famous faces.

The campaign will look to bring the excitement of matchday into the living room, with fans still unable to watch games in stadiums.

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 ‘Apartment Arena’ campaign sees Messi and Martens sparking a stadium atmosphere as they unite an apartment building in watching the game together – yet still apart – from their balconies. 

Triggered by the sound of a bag of crisps being opened, Pogba breaks from his pre-match warm-up to join them.

“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 says the campaign will also look to create the connections fans have been missing with an interactive campaign in partnership with Messi, which uses innovative technology so fans can send personalised videos from the man himself in 10 different languages

Lay’s multi-year Premier Partnership with UEFA Women’s football sits alongside its sponsorship of the Men’s UEFA Champions League, with the brand bringing the two together in its new campaign.