LAY’S has launched a new campaign featuring soccer icon Lionel Messi to promote its latest initiative, the “Oh-Lay’s” chant, a playful take on the traditional “Olé” chant heard at soccer games. In partnership with Messi, the brand aims to deepen its connection with soccer fans through this campaign, which includes a series of television commercials and the release of limited-edition Lay’s packaging.
The campaign introduces a new commercial in which Messi, an eight-time Ballon d’Or winner, showcases the synergy between Lay’s potato chips and the sport of soccer by incorporating the “Oh-Lay’s” chant. This commercial will be broadcast throughout the Leagues Cup this summer, aligning with Lay’s role as the official snack sponsor of the tournament alongside other PepsiCo brands.
In addition to the commercial, Lay’s is set to release collectible chip bags featuring Messi and celebrating his signature “chip shot” goal—a soccer move where the ball is lifted over the goalkeeper’s head into the net. This special edition packaging will become available following Messi’s first chip shot goal of the 2024 season. To mark the occasion, Lay’s will also host a sweepstakes on social media platforms like Instagram, TikTok, and X. Participants can win one of these unique soccer ball-shaped potato chip bags, and one lucky winner will receive a Messi-autographed Lay’s jersey.
The campaign emphasizes the link between Lay’s and soccer, highlighting the brand’s commitment to enhancing soccer fans’ experiences. Tina Mahal, Senior Vice President of Marketing at PepsiCo Foods North America, expressed enthusiasm for the partnership, noting that both Lay’s and Messi represent excellence in their fields. The initiative seeks to create joyful moments for soccer fans and reinforce the notion that Lay’s chips are the ideal snack for watching the game.
This summer, as the soccer season heats up with tournaments like the Leagues Cup, Lay’s invites fans to engage with the sport in a fun new way through its “Oh-Lay’s” campaign and to enjoy their favorite Lay’s potato chips during the games.