The 'No Lay's, No Game' platform is back with
an in-stadium "Crisp 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. 23, 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 "Crisp Cam" stunt featuring football 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 football 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 "Crisp 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 Crisp 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 football stars – proving
having Lay's can unlock a truly mind-blowing football
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
football'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 Crisp 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 pitch, 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
and Simone, 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.
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, as
well as Walkers too. 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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