In an exciting comeback, Lay’s has launched the third season of its popular ‘No Lay’s, No Game’ campaign, bringing together iconic soccer stars like Thierry Henry, Lionel Messi, and Luis Suárez, and welcoming Alexia Putellas as the new brand ambassador. This year, the focus is on the first worldwide bar tour serving Lay’s, known as the “Lay’s Crawl,” which aims to enhance the fan experience of enjoying soccer while savoring their chips.
Recognized as the world’s number one potato chip brand and official snack of the UEFA Champions League, Lay’s seeks to connect with fans through both online and in-person experiences. Alexis Porter, Lay’s global vice president, emphasized that the brand strives to foster unity among people through shared moments around sports and food. “With this third edition of ‘No Lay’s, No Game,’ we take fan connection to the next level,” she expressed.
This year, the campaign promises surprises in local bars, where soccer legends like Putellas and Henry started the search for a space to watch a game in Barcelona, while Messi and Suárez did so in Miami. In this exciting format, the stars will only stay at a bar if Lay’s is confirmed to be served, aiming to create special and unexpected moments for the fans present.
The footballers shared their excitement about it. Alexia Putellas commented on the amazing reaction of fans when surprising them in their bars and the joy she feels when connecting with the soccer community. Lionel Messi also spoke out, noting the passion in Miami and how exciting it was to be part of this campaign. Thierry Henry, on the other hand, recalled his own moments enjoying soccer and chips with his family, emphasizing the importance of human connection in the experience of watching a game.
In addition to physical interaction in bars, Lay’s has introduced a new interactive game called “Lay’s Dash,” where users can join a digital adventure through a QR code or the campaign website. In this game, players can choose their favorite star and collect Lay’s bags as they navigate through a city full of obstacles.
The ‘No Lay’s, No Game’ campaign invites fans to enjoy the thrill of soccer with Lay’s, reaffirming the brand’s commitment to creating memorable and quality experiences for fans worldwide. The combination of soccer and potato chips resonates strongly, and Lay’s continues to innovate in how fans enjoy their favorite sport.
Source: MiMub in Spanish