Lay's launches Football Favourite Flavours
Lay’s, the leading potato chip brand from PepsiCo India and amongst one of the leading snack brands in the country, brings forward its global campaign with international football superstar Lionel Messi for consumers in India, through the launch of its Football Favourite flavors. Lay’s has added local flavor to the global Leo Messi campaign by launching these three new limited edition offerings of Apple Chilli, Cheesy Jalapeno, Tangy Herb, to delight consumers.
As part of the Football Favourite program, consumers are invited to taste these limited edition flavors and get a chance to watch Messi play live by voting for their favourite flavour. All that consumers need to do is to give a missed call on the unique numbers provided on the respective packs. The Lay’s flavor which gets the highest number of missed calls shall be the Winning flavor and one lucky Winner will be selected from the Winning flavor entries who will get a chance to watch Messi play live.
Together, these new flavours and the campaign – one of the brand’s biggest ever, with unique engagement platforms across social media - brings excitement to Indian youth’s special moments of fun and friendship during TV Watching moments. The offer is valid in select cities, towns and also on Rs 10/- (26 g) packs of the following Lay’s flavours: Spanish Tomato Tango, American Style Cream & Onion, India’s Magic Masala and Classic Salted.
Gaurav Mehta, Category Director – Western Snacks, PepsiCo India said, “With the Football Favourites campaign we plan to take the excitement to a new platform by engaging with the fans and adding fun to TV watching time. Our global campaign with international football superstar Leo Messi in India offers our consumers a chance of seeing the international football superstar play live. At Lay’s we believe in bringing in Global flavours to India that add to magical moments for consumers. The brand is about youthful optimism and carefree fun, and this is exactly what we have tried to represent in the campaign.”
The three new Football Favourite flavours, Lay’s Apple Chilli, Cheesy Jalapeno, Tangy Herb, will be available in select cities, towns, in mid and large packs at Rs. 10 & Rs. 20 respectively. The campaign kick-starts with the TVC going on air on 20th June and will be supported by a surround 360-degree marketing plan including on-ground activation, print, digital media engagement and a mix of above-the-line communication.