Contract details
Start date:
Status:
2014
Ambassador
Lionel Messi and Lay’s: A Legacy of Global Marketing Campaigns
In 2014, Lionel Messi teamed up with Lay’s, PepsiCo’s global potato chip brand, marking the start of a dynamic partnership. This collaboration brought forward an array of creative marketing activations, including international campaigns that showcased Messi as the face of Lay’s products.
So our flavor chefs in France have an idea… #lays #messi #GOAT pic.twitter.com/7NYqtZJ0EM
— Lay's Football (@Lays_football) August 10, 2021
Notably, during the FIFA World Cup 2014, Lay’s launched its largest global campaign across 60 countries, featuring Messi on millions of Lay’s packages and various media platforms.
Marketing Innovations and Regional Campaigns
Lay’s enhanced its presence in global markets, including India, with the introduction of limited-edition flavors inspired by football—Apple Chili, Cheesy Jalapeno, and Tangy Herb. Fans could vote for their favorite flavor and get a chance to watch Messi play live, exemplifying Lay’s consumer engagement strategies.
In 2020, the “Make Them Sweat” campaign highlighted Lay’s partnership with UEFA Champions League and featured Messi alongside stars like Paul Pogba.
This humorous ad depicted the irresistible appeal of Lay’s chips in a stadium setting, resonating with fans worldwide.
Technological Innovations and Fan Engagement
In 2021, Lay’s introduced Messi Messages, an innovative deepfake-powered campaign. This interactive experience allowed fans to create personalized video messages featuring Messi, spoken in their local language. The campaign generated significant global traction, reaching over 38 million hits within 24 hours and engaging millions of fans across social media platforms.
Commemorating Iconic Moments
Lay’s continued its collaboration with Messi through the UEFA Champions League campaigns. Special edition packaging and advertisements featuring Messi celebrated the excitement of the tournament.
In 2022, the “Messi Visits” campaign brought humor and energy to Lay’s advertising, showcasing Messi’s unexpected arrival at a football party.
In 2024, Lay’s introduced the “Oh-Lay’s” campaign, a playful spin on the traditional “Olé” chant.
Limited-edition Lay’s bags were launched to honor Messi’s iconic “chip shot” goals, offering fans a chance to win exclusive memorabilia.
And this is how the brand welcomed the long-term ambassador’s move to MLS.
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