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– Lay’s launches new “No Lay’s, No Game” brand platform with global football icon Thierry Henry to celebrate the UEFA Champions League
Henry brings the brand’s new philosophy to life with “Visits Thierry”, an amazing video experience with Barcelona soccer fans that shows how unthinkable the soccer experience is without Lay’s
NEW YORK, Feb. 21, 2023/PRNewswire/ — Watching soccer with your friends is good, but watching soccer with friends and Lay’s is even better. To celebrate the countdown to crunch time in the 2022-2023 UEFA Champions League, Lay’s today brought global football icon Thierry Henry to the doors of Barcelona’s most dedicated football fans to announce the platform “Without Lay’s there is no game”, a campaign that surprises fans and confirms that the experience of watching football is not only elevated, but simply unthinkable without Lay’s.
“No Lay’s No Game” is a platform that honors nearly a decade of partnership between the world’s favorite potato chip brand and the UEFA Champions League because there’s nothing better than watching a football game in stadiums , at home or out with friends while sharing a bag of Lay’s. True fans understand that intense matches require the perfect viewing experience. Every second, every shot and every bite can influence the outcome of the match. With stakes so high, “No Lay’s, No Game” aims to ensure that football fans around the world know that Lay’s have been absolutely essential and have been there to bring fun, excitement and flavor to every unexpected and high-intensity moment. that sport has given us all over the years. It is unthinkable to watch football without Lay’s. Without Lays, there is no party.
Ciara Dilley, PepsiCo’s Vice President of Global Food Brand Marketing, spoke about the “No Lay’s No Game” platform: “As the Official Snack Partner of the UEFA Champions League, we understand that a large part of the culture of the Soccer is the camaraderie that comes from sharing the experience with friends, and the party’s most anticipated guest is always the perfect appetizer… Lay’s French Fries For years, our French fries have been an integral part of the experience. football, adding and fueling the passion and intensity that fans show for this beautiful game. Without Lay’s, there is no game. We are very proud to have a legend like Thierry Henry to help football fans around the world to bonding and being the only snack that completes the game. It’s unthinkable to watch football without Lay’s.”
How unthinkable? To launch “Without Lay’s there is no match”, the brand partnered with Thierry Henry, 1998 FIFA World Cup France winner, two-time Premier League winner, three-time FA Cup winner and UEFA Champions League winner 2009, to make sure the fans were ready for the game with their Lay’s.
In this video titled “Thierry Visits” Henry kicks off “No Lay’s, No Game” in a very literal way. The Arsenal and FC Barcelona legend unexpectedly visited Barça fans at their homes to see if they were ready for the game with a load of Lay’s chips. If they were, the amazing superstar forward would stay to watch the game, but if they didn’t have Lay’s, he would go off looking for supporters who were ready to whistle.
“I have had the privilege of playing all over the world and have lifted many trophies in front of millions of incredible fans,” said Thierry Henry. “None of it prepared them for the shock of my knocking on their doors to watch a match together if they had Lay’s chips. It was especially meaningful to do it in Barcelona, where I have such a strong following since our 2009 UCL Championship. Partnering with Lay’s to Kicking off No Game Without Lay’s was about connecting with the fans and communities who are so invested in this incredible sport, I’ve had a blast creating this experience with Lay’s and my supporters who mean so much to me “I hope I’ve helped football fans always know that it’s unthinkable to watch the big game without Lay’s. So be ready… you never know who’s going to show up next!”
However, Lay’s commitment to soccer goes beyond watching matches and knocking on doors. The brand’s Lay’s RePlay program helps disadvantaged communities gain access to the sport they love. The award-winning program transforms empty potato chip bags into soccer fields around the world. Since the launch of the first Lay’s RePlay course in 2021, the initiative has provided more than 5,000 hours of programming, positively impacting nearly 50,000 community members.
Later this year, Lay’s will open several new pitches around the world to facilitate inclusion, access and joy for young footballers who dream of one day competing in the UEFA Champions League. Thanks to Lay’s, even more games will be played, ties will be further strengthened and stronger communities will be built for those who deserve it most.
Throughout the remainder of the 2022-2023 UEFA Champions League men’s and women’s tournaments, fans should be on the lookout for more exciting and unexpected moments from the “No Lay’s No Match” platform, including: even more surprises from soccer superstars, engaging digital content, built releases around the world, in-store and in special-edition packaging, and a GOAT-packed ad. You never know who might show up and ask if you have Lay’s.
Be sure to follow Lay’s Football on Instagram to stay informed on all UEFA Champions League and UEFA Women’s Champions League association activations and more “No Lay’s, No Game” news. For more information on the tournament, visit UEFA.com.
About Lay’sLay’s is one of the brands that make up Frito-Lay North America, the $19 billion convenience food division of Purchase, New York-based PepsiCo, Inc. (Nasdaq: PEP). More information about Frito-Lay on the corporate website, http://www.fritolay.com/ and on Twitter http://www.twitter.com/fritolay. Learn more about Lay’s at www.facebook.com/lays or on Twitter at www.twitter.com/lays. You can also follow Lay’s on Instagram by visiting http://instagram.com/lays.
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 $79 billion in net revenue in 2021, fueled by a portfolio of complementary beverages and convenience foods that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that each generate more than $1 billion in estimated annual retail sales.
PepsiCo’s vision is to be the world leader in beverage and convenience foods by winning with PepsiCo Positive (pep ). pep is our comprehensive strategic transformation that places sustainability and human capital at the heart of how we will create value and growth by operating within the limits of the planet and inspiring positive change for planet and people. For more information, visit www.pepsico.com and follow Twitter, Instagram, Facebook and LinkedIn @PepsiCo.
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