Global Campaign Lay’s, with Messi, Casillas and a new easy closure

With the World Cup in Brazil background, Lay’s snack brand, owned by Pepsico, has launched a global campaign featuring Messi, who joins Casillas for the Spanish adaptation. According to a statement is the largest integrated brand campaign


In our country you can see three TV spots (filmed in Rio de Janeiro, Barcelona and Madrid and in which is played with the idea of complicity between both players come into play when some potatoes Lay’s chips) and parts for the point of sale, which stands the new packaging that includes a new strip “closes easy” and the image of Leo Messi. The creative agency is Tiempo BBDO and media, OMD.

In addition, the brand has launched an original app specifically for this campaign. In it, users must prevent them from escaping Lay’s potato bag; to do so, they must make the characteristic rotation of easy closure with their own mobile, just as they do Messi and Casillas in the campaign spots. The app will work thanks to the gyroscope having incorporated all smartphones and can play both the application and through Facebook.

Cristina Kenz, senior marketing director for Lay’s Global says in a statement that they now have “a fantastic program that will unify the brand message across the globe, using the football, a sport universally loved, as our base. As a passion for spectators and participants, football is truly one of the simple pleasures of life, and we could think of no better combination of sport, two players number one in their respective positions (Leo Messi and Iker Casillas) and the amazing Brazilian context to highlight the simple pleasures of Lay’s “.

This global integrated marketing campaign, launched in early May, includes television, outdoor activities, digital, Store and POS.

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