Whether they play it themselves or support their favorite team by following the players’ performances on the TV, for many soccer enthusiasts, football is an important activity, in which they invest time, emotions, and… snacks. With the UEFA Champions League in the spotlight, the PepsiCo-owned brand Lay’s grabs the moment and surprises fans around the globe with a limited-edition range of potato chips that celebrate soccer’s G.O.A.T. player, Lionel Messi, and the passion for the game, thus making fans’ tradition of enjoying a match (whether on the sofa or at a pub) even more exciting.
Building upon its continued premiere partnership with the UEFA Champions League, the Lay’s® G.O.A.T. Cheese Flavor Series champions the “greatest of all time,” the brand adding some new flavors to its portfolio. Available in selected markets around the globe, the limited-edition series includes the US’ Cheddar Jalapeño and Argentina’s Queso & Pimienta and Caramelized Onion. The US fans who are interested in the product can grab their own bag of chips, while supplies last, at www.snacks.com.
Commenting on the initiative, the Argentinean professional footballer says: “I’ve worked with Lay’s for many years now, and of course been featured on their packaging. But this is a new level. I am so excited Lay’s was able to make this happen for fans and hope they can get their hands on one of Lay’s G.O.A.T. bags!”
The snacks come in a special-edition design packaging, with Messi’s portrait, outlined in black-and-white, laying at the center. Framed by a series of golden lines, the newly introduced chips invite the audience to “a new GOLDEN era inspired by greatness.”
In addition to this limited-edition series, Lay’s is also launching a TV ad showing that one’s passion for football comes from within. Featuring Messi and Dutch footballer Lieke Martens, the “Grab the Moment” video starts with a dog taking the most precious object some children who play football have: the ball. Yet this doesn’t stop some pedestrians from engaging in an impromptu football game on the street. Anyone is welcome to take part in the game and play with an imaginary ball — because, after all, it is the love for football that gathers them together, not just a ball.
Martens commented: “This year’s Lay’s campaign is exactly what Lay’s is all about: fun and joy. And I think we gave a game without a ball a really good effort! Because we all know, it takes more than a ball to play.”
Sebnem Erim, VP of Marketing, Global Foods, PepsiCo, said: “We are kicking off another exciting UEFA Champions League season celebrating the joy and passion our fans show for the sport each year. From bringing to life the hotly anticipated Lay’s G.O.A.T. limited-edition packaging and flavors to an imaginative creative that you just have to smile throughout, our goal this season is to celebrate our fans and bring them joy as they open a bag of Lay’s and get ready to watch a UEFA Champions League match at home or in the stadium.”
Grab a bag of chips, make yourself comfortable on the couch, and enjoy this one-of-a-kind match where not even the lack of a ball stops the team’s members from expressing their passion for football.
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