Lays has unveiled a new brand platform – ‘No Lay’s, No Game’ – enlisting global football icon Thierry Henry to help celebrate the 2022-2023 UEFA Champions League (UCL) tournament.
In the 110-second spot titled ‘Thierry Visits’, the footballing legend visits the homes of unsuspecting Barça fans to ask if they are prepared for the Arsenal and FC Barcelona game with plenty of Lay’s chips. If the fans could find a bag of Lays inside their homes, Henry would watch the big game with them that same evening.
The launch of the ‘No Lay’s, No Game’ platform marks almost a decade of partnership between the PepsiCo-owned chip brand and the iconic UEFA Champions League tournament. According to Lay’s, ‘there’s nothing better than watching a football match at stadiums, at home, or out with friends while sharing a bag of Lay’s’.
“I’ve had the privilege of playing all over the world and have lifted many trophies in front of millions of amazing supporters,” Thierry Henry said. “None of that prepared them for the utter surprise of me knocking on their doors to watch a match together if they had Lay’s crisps. It was especially meaningful to do so in Barcelona where I have so many fans from our 2009 UCL Championship.
“Partnering with Lay’s to kick-off “No Lay’s, No Game” was all about connecting with the fans and communities that are so dedicated to this amazing game. I had a blast creating this experience with Lay’s and my fans who mean so much to me. I hope I helped to ensure that football fans always know that it is unthinkable to watch the big match without Lay’s. So, stay ready…you never know when who will pop up next!”
https://www.youtube.com/watch?v=5vleR4bwxbw
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As well as the ‘No Lay’s, No Game’ campaign, the brand’s Lay’s RePlay program also helps ‘underserved’ communities have the access to play the game they love. The program transforms empty chips bags into football pitches across the globe. Since 2021, the initiative has provided over 5,000 hours of programming, positively impacting nearly 50,000 community members. Lay’s is reportedly opening multiple new pitches worldwide to enable more inclusion for young people.
PepsiCo vice-president of marketing, global food brands, Ciara Dilley, added: “As the official snack partner of the UEFA Champions League, we understand that a huge part of football culture is the camaraderie created through sharing the experience with friends and the most anticipated guest at the party is always the perfect snack…Lay’s Potato Chips.
“For years, our chips have been an integral part of the football experience, adding to and fueling the passion and intensity fans show for this beautiful game. Without Lay’s, there is no game.”
