Press release
Lay's® Kicks Off 2021 Global UEFA Champions League Campaign
LIONEL MESSI, PAUL POGBA AND LIEKE MARTENS BRING MATCH-DAY JOY HOME IN NEW CAMPAIGN NEW YORK, Feb. 9, 2021 /PRNewswire/ -- Today the world's number one snack
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[{"type":"text","content":"LIONEL MESSI, PAUL POGBA AND LIEKE MARTENS BRING MATCH-DAY JOY HOME IN NEW CAMPAIGN \n NEW YORK, Feb. 9, 2021 /PRNewswire/ -- Today the world's number one snack brand, Lay's®, premieres a new global campaign centered on uniting and bringing joy to people around the world through football. The 2021 effort in support of the brand's largest global platform – Men's UEFA Champions League and UEFA Women's football – leads with the very best in players, sport, and of course, snacks. \n\n \n \n \n \n \n \n\n \nWith this season's fans viewing matches in living rooms versus stadiums, Lay's looks to bring match-day excitement and comradery home with new creative featuring six-time Ballon d'Or winner Lionel Messi, world champion Paul Pogba and UEFA Women's Player of the Year 2017 Lieke Martens.\nThe heart of the program, \"Apartment Arena,\" sees Messi and Martens sparking an energetic stadium atmosphere as they unite an apartment building in watching the game together – but apart – from their balconies. Triggered by the irresistible sound of a bag of Lay's being opened, Pogba breaks from his pre-match warm-up to join in the fun as Lay's brings the community together. \n\"Lay's brings a fresh perspective to the everyday – like watching a match from your couch with a bag or bowl next to you,\" said Sebnem Erim, Vice President, Marketing, Global Foods, PepsiCo. \"Even in the toughest of times, joy is all around us – we just need to be open to spotting and sparking it. Lay's is an every-fan brand that can relate, and we know there is no greater joy than shared football fandom. We're looking forward to creating these moments with this year's program.\" \nLay's and football are simply better together – and have been successfully doing so for decades. This year, the iconic brand looks to help make the connections fans have been missing with an interactive campaign that includes a first of its kind. Lay's and Messi have partnered to facilitate game day viewing by giving fans the chance to send personalized videos from Messi himself, in 10 different languages, to invite friends to watch the game. Messi Messages is a world-first, using innovative technology that makes organizing match-day easier, while sharing a little unexpected joy.\nMessi said: \"Football is the world's greatest sport, with one of the key reasons being the power the game has to u...