Lay’s to Launch Biggest Global Integrated Marketing Campaign in the Brand’s History

Lay’s to Launch Biggest Global Integrated Marketing Campaign in the Brand’s History

Football superstar Leo Messi to headline multi-dimensional partnership with snack giant

Lay’s brings forward their Biggest Global campaign to India by adding local flavours

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New Delhi, June 5, 2014: PepsiCo’s Global Snacks Group is launching its biggest worldwide, integrated marketing campaign – ever. The campaign will feature international football superstar, Leo Messi, on millions of Lay’s packages, including 50 million bags in India, as part of a multi-dimensional effort that includes television advertising, and out-of-home, digital, in-store and point-of-sale executions.

This global campaign, which will be executed across more than 60 countries, is a direct result of PepsiCo’s ability to leverage its size and scale to improve the impact and efficiencies of local advertising to tell equity-building brand stories on a mass scale.

Lay’s will be bringing forward the global campaign with international football superstar Messi in India, beginning with a master brand commercial that will be aired on YouTube, starting June 12, 2014. Lay’s will also be activating a Mega Consumer Engagement program led by 3 New Flavours called ‘Football Favorites’, that kick starts with a television commercial (TVC) starting June 20, 2014. These new flavours, along with core flavours of Lay’s, will provide Soccer fans, a Larger-Than-Life opportunity to watch Messi play Live! The consumers have to taste all the Flavours, and Vote for their Favorite one to stand a chance to Win! Fans in India should look for these specially marked Lay’s packages with this promotion over the June-September period.

The master brand commercial and centerpiece of the campaign “Messi Photo,” was shot over the course of three days in Rio De Janeiro, Brazil, and Barcelona, Spain. With the great taste of Lay’s potato chips at the center, the commercial builds off the insight that people enjoy pinching a Lay’s chip whenever they are near one. “Messi Photo” shows that not even a world-class footballer can avoid his fans’ fingers.

 

“We are proud to deliver the first-ever global equity integrated marketing campaign for Lay’s using the universally beloved game of football as our backdrop,” says Lorraine Chow Hansen, president, PepsiCo Global Snacks Group.

“As a leading macrosnack brand around the world, Lay’s now has a fantastic program that will maximize our brand message throughout globe,” she said.

Vidur Vyas, Senior Director – Foods Marketing, PepsiCo India said, “Our global campaign with international football superstar Messi offers consumers an exciting opportunity to engage with the brand. True to tradition, the launch of new Football Favourite flavours will offer taste delight, international flavour appeal and the excitement of getting a chance to watch Messi play live.”

 

Messi will also appear in a commercial for Pepsi and Lay’s – PepsiCo’s two global flagship brands that are both activating football programs in 2014.The commercial is the biggest global marketing initiative to feature both Pepsi and Lay’s products, and with football as a driver of awareness for PepsiCo’s food and beverage brands around the world, this campaign reflects PepsiCo’s broader strategy to combine the power of global brands, showcasing them better, together.

“Pepsi and Lay’s are two powerhouse global brands from PepsiCo, and football, with millions of passionate fans around the world, provides a tremendous platform to showcase how they can be enjoyed better, together,” said Chow Hansen.

“We know that a refreshing Pepsi and satisfying Lay’s snack is the perfect pairing during many occasions in life and both are enjoyed together by fans across the globe,” she said.

About PepsiCo India

PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.

PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in

For further details, please contact:

Radhika Sharda/Parakram Hazarika

Genesis Burson-Marsteller

Tel: 9871146087 / 9711311688

Email:  radhika.sharda@bm.com / Parakram.hazarika@bm.com

Sandipan Ghatak

PepsiCo India

Tel: +91 124  44998400

Email: sandipan.ghatak@pepsico.com

 

Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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