Dive Brief:

• Lay’s today (Feb. 22) launched the latest iteration of its global “No Lay’s, No Game” brand platform as UEFA Champions League play heats up, per details shared with Marketing Dive.
• Central to the effort is a long-form commercial shot in under five minutes during a live match. In the spot, soccer legends David Beckham and Thierry Henry finish a bag of Lay’s before using the “Chip Cam” to find fans in the stadium with Lay’s in hand who were then invited to watch the match with the pair.
• To extend the campaign, Lay’s partnered with Meta to create the Lay’s Detector, a digital experience that gives consumers a chance to scan a QR code on social channels or the commercial and prove they’re holding Lay’s for a chance to win prizes.

Dive Insight:

The return of Lay’s “No Lay’s, No Game” campaign gives the brand an opportunity to unveil a stunt-powered, star-studded ad and a digital experience that extends the effort to consumers around the world.

The long-form spot was filmed in just a few minutes of a live match between AC Milan and PSG at San Siro in Milan. In the ad, Henry finished a bag before Beckham could eat any, prompting the pair to ask match attendees via the jumbotron to show a bag of Lay’s. Then, the Lay’s “Chip Cam” — a play on the ubiquitous “Kiss Cam” — searched the crowd, eventually landing on a father-daughter duo who had Lay’s and were invited to watch the rest of the match with the soccer legends.

In addition to the campaign creative, the Frito-Lay brand rolled out the Lay’s Detector, a digital experience made in partnership with Meta that uses QR codes in the ad and the brand’s social channels to let consumers prove they’re holding Lay’s for a chance to win prizes, content and tickets to the UEFA Champions League Men’s Finals at Wembley Stadium in London. The Lay’s Detector will be available through the brand’s Instagram and Facebook pages in the U.S., with information for non-U.S. residents available on the brand’s local social channels.

Creative agency Slap Global made the campaign, which will launch in select markets and roll out globally in the lead up to the Women’s and Men’s Finals in the spring. 

Lay’s first launched “No Lay’s, No Game” last February with another campaign starring Henry, with the Arsenal and FC Barcelona legend visiting fans at their homes. Previously, the brand continued its FIFA World Cup partnership with an ad that also featured Beckham.

Frito-Lay North America delivered 9% organic revenue growth in 2023, down from 17% organic revenue growth in 2022, per parent company PepsiCo’s latest earnings report. While many of Frito-Lay’s brands delivered double-digit growth, Lay's delivered mid-single-digit growth.