Lay’s Follows David Beckham and Thierry Henry to World Cup

On this case, planning for Lay’s World Cup launch started virtually a yr in the past and took roughly six months to finish.

“We’re fairly accustomed to the necessity to preserve issues contemporary, preserve forward, be wanting effectively prematurely,” Warner mentioned. “However on the similar time, recognizing the tradition strikes quick and you might want to be agile and nimble within the second to make it possible for something you’re placing in entrance of our audiences and our shoppers goes to resonate.”

Pitch and chips

A altering World Cup advertising and marketing panorama supplies its personal challenges. The 2026 occasion would be the first hosted throughout three nations and the primary to characteristic 48 groups—up from 32 in 2022. The 2027 Ladies’s World Cup, in the meantime, marks the occasion’s first foray into South America.

With Frito-Lay’s sponsorship function involving not solely Lay’s however a complete portfolio, together with Doritos, Cheetos, Tostitos, Ruffles, Cracker Jack, PopCorners, Quaker, and Gamesa, the spots with Henry and Beckham kick off its work addressing disparate followers and markets.

The “No Lay’s, No Game” marketing campaign itself has already supplied the model with some choices, complementing Beckham and Henry with appearances by Argentine, Barcelona, PSG, and Inter Miami star Lionel Messi. PepsiCo’s Warner mentioned these participant ambassadors have helped the model maximize its attain and improve its effectiveness. It’s additionally made the model think about how every is utilized in a method that’s applicable to the marketing campaign. 

With roughly 5 billion soccer followers across the globe and fandom transcending geographies and generations, a World Cup sponsorship requires tapping right into a fandom that Warner considers “all the time on.” It’s why Lay’s preliminary World Cup adverts will likely be adopted up by digital and in-store promotions throughout different main soccer occasions.

As soon as the tournaments start, Lay’s plans to transcend LED stadium shows, press convention backdrops, and fan-zone snacks to reward the “Fan of the Match” at every match for his or her efforts.

“There’s a saying that soccer, or soccer, by no means sleeps,” Warner mentioned. “In the event you actually need to personal this house as a model, you may’t simply dip in and dip out.”