Harrison, New York-based PepsiCo and its brand, Lay’s, has unveiled a new limited-edition Lay’s GOAT Cheese Flavor Series.
After teasing the idea of this special packaging on social media last year, Lay’s is celebrating the “greatest of all time” with its own GOAT cheese flavors to kick off its annual global soccer campaign, building upon the brand’s partnership with the UEFA Champions League.
The special limited-edition packaging series includes fan-favorite, distinct cheese flavors, available in select markets around the world, starting with: the U.S.’s Cheddar Jalapeño and Argentina’s Queso and Pimienta and Caramelized Onion. Fans in the U.S. can purchase the product, while supplies last, at snacks.com beginning March 3.
Additionally, the brand is premiering the hallmark of its global soccer campaign: new creative that will have fans following along a high-energy game in the streets that causes you to question what is truly needed for a game of soccer – a ball or love of the game?
An all-star player lineup doesn’t hurt, with a television spot featuring soccer’s GOAT player, Lionel Messi, and Lieke Martens. Lay’s “Grab the Moment” passes an imaginary ball through dives, tricks and bites of the chip, welcoming all to take part in the game.
“I’ve worked with Lay’s for many years now, and of course been featured on their packaging. But this is new level. I am so excited Lay’s was able to make this happen for fans and hope they can get their hands on one of Lay’s GOAT bags,” Messi said.
“We are kicking off another exciting UEFA Champions League season celebrating the joy and passion our fans show for the sport each year. From bringing to life the hotly anticipated Lay’s GOAT limited-edition packaging and flavors to an imaginative creative that you just have to smile throughout, our goal this season is to celebrate our fans and bring them joy as they open a bag of Lay’s and get ready to watch a UEFA Champions League match at home or in the stadium,” said Sebnem Erim, VP of marketing, global foods, PepsiCo.
This year’s global soccer effort will be supported by a suite of content, including engaging digital creative, in-store and special-edition packaging.
For more information, visit pepsico.com.
