"We've taken it to another level, said Alexis Porter, vice president of marketing for international foods at Lay's. The campaign aims to appeal to both soccer die-hards and casual consumers, enhancing the overall experience of the World Cup."
"It's a cultural moment, and so we want to make sure we're not a brand that's just going to put our logo on it, said Porter. Lay's is focused on creating authentic interactions and excitement around the event."
"Carell, who adds a pop of humor to the ads via impromptu karaoke, was brought on to make the soccer-focused marketing more approachable, according to Porter. This strategy aims to engage a wider audience during the World Cup."
Lay's is leveraging its first global sponsorship of the FIFA World Cup to launch an ambitious campaign under the 'No Lay's, No Game' platform. The campaign features celebrities like David Beckham and Steve Carell, who engage with fans in creative ways, including a supermarket stunt. Lay's plans to host watch parties, localized fan gatherings, and introduce limited-time flavors to connect with consumers. The campaign is active in 90 global markets across various media channels, emphasizing the cultural significance of the event.
Read at Marketing Dive
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