The 'No Lay's, No Game' platform is back with
an in-stadium "Chip Cam" stunt you have to see to believe, new
"Lay's Detector" technology, and much more – rewarding fans who are
game-day-ready with Lay's!
PURCHASE,
N.Y., Feb. 22, 2024 /PRNewswire/ -- Do you have
Lay's? Well, this seemingly simple question could lead to
unexpected rewards, at unexpected moments, and sometimes by
unexpected people. Lay's, the world's number one chip brand and
official snack partner of the UEFA Champions League (UCL), has
launched No Lay's, No Game 2024, rewarding fans who are game
day ready with Lay's throughout the tournament. Through an
ambitious "Chip Cam" stunt featuring soccer superstars David Beckham and Thierry Henry, as well as an immersive digital
experience with the Lay's Detector, Lay's is delivering joy to
football fans around the globe who watch the beautiful game with
Lay's in hand.
"We've heard from soccer fans from all over the
world and they tell us the same thing: whether watching with a
group of friends or at home solo, the experience is always better
when sharing a bag of Lay's," said Ciara
Dilley, vice president of marketing, Global Foods Group at
PepsiCo. "This year, No Lay's, No Game is giving fans even
more reasons to have Lay's in hand. For those who do, something
truly remarkable might happen. And those who don't? They may be
left missing out."
This year, Lay's took a bold approach to its
campaign and invited Beckham and Henry to ask, "Do you have Lay's?"
to a crowd of 75,000 cheering fans at San Siro during one of the
most anticipated matches of the UEFA Champions League season
between AC Milan and PSG. Just before kick-off, Beckham discovered,
and couldn't believe, that Henry had eaten all of his Lay's chips.
To solve it in just five minutes, the two put out a call through
the Lay's "Chip Cam" – an unexpected spin on the traditional kiss
cam.
In what turns out to be a nail-biting, yet
humorous, search for someone with Lay's, the Chip Cam scans the
crowd. Beckham and Henry see spectators offering up items on the
jumbotron – like pizzas, empty Lay's bags, even a couple kissing –
desperate to be selected. Finally, to Beckham and Henry's delight,
two lucky fans, a father and daughter, are found with Lay's
and are invited to watch the game with the iconic soccer
stars – proving having Lay's can unlock a truly
mind-blowing soccer-watching experience. This epic hunt to
find fans with Lay's – and opening the door to a once-in-a-lifetime
viewing experience for the lucky winners – serves as the main
feature of this year's No Lay's, No Game commercial and will
air throughout the UCL tournament season.
"We had a great day filming at the San Siro
stadium for No Lay's, No Game. Whenever Thierry and I get
together it's always a lot of fun – and it was fantastic being able
to surprise 75,000 fans," said Beckham.
"Last year, I teamed up with Lay's to surprise
some of soccer's biggest fans by literally going to their doors to
see if they had Lay's – and if they did, I stayed and watched the
match with them," said Henry. "This year, we really upped the ante
with the Lay's Chip Cam, and it was truly an exhilarating
experience being back in the stadium with David. We spent a lot of
our careers playing against each other on the field, so there's
something special about coming together with Lay's in a whole new
way to offer a once in a lifetime experience for fans."
The campaign was created in partnership with Slap
Global and directed by award-winning commercial and television
director Andrew Lane.
And while not everyone could be in the stands of
San Siro, Lay's is bringing No Lay's No Game home. In
partnership with Meta, Lay's has created the Lay's Detector, a
unique digital experience that unlocks the chance to win exciting
prizes for football fans in select countries around the world now
through the end of the UCL tournament. How? Fans must prove they
have Lay's with them while watching a game. To use the Lay's
Detector, simply scan the QR code on Lay's social channels or the
No Lay's, No Game commercial to unlock the effect. Then,
fans will be prompted to verify that they have Lay's with them –
and if they do, they will be entered to win exclusive prizing,
content and even tickets to the UCL Men's Finals at Wembley Stadium
in London. And if they don't
have Lay's? Not to worry, fans will have more chances to show off
their bag of Lay's to win epic prizes throughout the rest of the
season.
U.S. residents can access the Lay's Detector on
Lay's Instagram and Facebook. Fans outside the U.S. can check their
local Lay's Instagram and Facebook pages for more information.
Throughout the remainder of the 2023-2024 Men's
and Women's UEFA Champions League tournaments, fans should look out
for more exciting and unexpected moments from No Lay's, No
Game. To access the Lay's Detector and to stay informed on
No Lay's, No Game news, follow Lay's Football on
Instagram.
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 $91 billion in net revenue
in 2023, driven by a complementary beverage and convenient foods
portfolio 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 generate more than $1 billion each in estimated annual retail
sales.
Guiding PepsiCo is our vision to Be the Global
Leader in Beverages and Convenient Foods by Winning with pep+
(PepsiCo Positive). pep+ is our strategic end-to-end transformation
that puts sustainability and human capital at the center of how we
will create value and growth by operating within planetary
boundaries and inspiring positive change for planet and people. For
more information, visit www.pepsico.com, and follow on X (Twitter),
Instagram, Facebook, and LinkedIn @PepsiCo.
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SOURCE PepsiCo