What happens when you add cheese to the greatest of all time?
To celebrate the return of the 2022 UEFA Champions League tournament and kick off its annual global campaign, Lay’s partnered with football’s G.O.A.T. and seven-time Ballon d’Or winner Lionel Messi to launch the limited-edition Lay’s® G.O.A.T. Cheese Flavor Series.
The pack was teased in 2021 following Messi’s Ballon d’Or win, with fans demanding that it be made for real. You asked and Lay’s delivered! This year we partnered with the brand to unveil the limited-edition packaging series alongside a TVC titled ‘Grab The Moment’ featuring Messi, and Barcelona midfielder, Lieke Martens in a fun energy filled spot, celebrating the game that brings us all closer together.
The launch of the Lay’s® G.O.A.T. Cheese series sparked conversation among football fans and gained media attention with over 540 pieces of coverage in key global consumer and trade titles, such as People, Thrillist, Mashed, ESPN and CNN.