The brand relaunched the football season as a unifying event under the idea: “Got Lay’s? Then it’s game time!”

The campaign covered the entire path from the shelf to the viewing moment.

1. Easy entry

• Limited-edition packs featuring Messi, Henry and the UCL Trophy.

• On-pack mechanic: scan → enter code → win prizes.

• The pack = a “ticket to the game”.

2. Repeat contact

• Lay’s Crawl TVC featuring Messi, Henry, Suárez and Putellas.

• Radio chants inspired by fan cheers.

• Influencer campaign: highlighting the promo, showcasing prizes, and explaining how to participate.

• OOH and metro placements in 22 cities.

• Digital & gamification: TikTok filter, role-based chatbot with quests, a game, Megogo integrations.

3. Offline scale

• Influencers and Lay’s Light activations in bars.

• POSM on shelves: stoppers, displays, stickers, cross-merch.

• A continuous ecosystem: shelf → game → media → offline.