Lays to Launch Biggest Ever Global Integrated Marketing CampaignPosted on31 March 2014.Lays the worlds top snack brand is launching a a!or global integrated arketing capaign and new ulti"diensional prootional partnership #eaturing record breaking #ootball superstar$ Leo Messi. %he capaign celebrates the siple pleasure o# globally en!oyed Lays potato chips and e&tends across three e&ecutions' aster brand counication$ Lays (eep )idged snacks and an additional coercial #eaturing two o# Pepsi*os #lagship brands$ Pepsi and Lays.%he o+erall capaign includes tele+ision ad+ertising$ out"o#"hoe$ digital$ in"store and point o# sale e&ecutions in ore than ,0 countries$ and Messi will be on the #ront o# illions o# Lays packages around the world. %he Lays capaign launches in select arkets beginning today with reaining arkets airing the coercials in the coing weeks and onths.-.e are thrilled to be able to deli+er the #irst"e+er global e/uity integrated arketing capaign #or Lays$0 says *ristina 1en2$ 3enior Marketing (irector Lays 4lobal$ Pepsi*o 4lobal 3nacks 4roup. -Lays is the worlds nuber 1 snack brand and we now ha+e a #antastic progra that will uni#y the brand essage throughout globe$ using the uni+ersally belo+ed gae o# #ootball as our #oundation. 5s a passion point #or spectators and participants alike$ #ootball is truly one o# li#es siple pleasures and we couldnt think o# a better cobination o# the sport$ its nuber one player$ Leo Messi$ and the aa2ing setting o#6ra2ilto showcase the siple pleasures o# Lays.0%he aster brand coercial and centerpiece o# the capaign -Messi Photo$0 was shot o+er the course o# three days in )io (e 7aneiro$ 6ra2il$ and 6arcelona$ 3pain. .ith the great taste o# Lays potato chips at the centre$ the coercial builds o## the insight that people en!oy pinching a Lays whene+er they are near one. -Messi Photo0 shows that not e+en a world"class #ootballer can a+oid his #ans #ingers. -Messi Photo0 #ollows Messi as he crosses the streets o# )io$ encountering #ans who are claoring #or photos and autographs. .ith the international hit -6alada %ch8 %cherere %ch8 %ch80 by 6ra2ilian superstar 4ustta+o Lia pro+iding the in#ectious backdrop$ -Messi Photo0 ends with Messi able to e+en the score and pinch his own Lays chipwhen posing #or photos with unsuspecting Lays #ans. 9n select arkets$ those #ootball #ans will be proinent in their own right and #eature a whos who o# global talent including .illia Le+y :Me&ico;$ 5hed inally$ Messi will again take centre stage in a coercial #or Pepsi and Lays Pepsi*os two global #lagship brandswho are both acti+ating #ootball progras in 2014. %his coercial is the biggest global arketing initiati+e to #eatureboth Pepsi and Lays products$ and with #ootball as a dri+er o# awareness #or Pepsi*os #ood and be+erage brands around the world$ this capaign re#lects Pepsi*os broader strategy to cobine the power o# global brands$ showcasing the better$ together.-Pepsi and Lays are two powerhouse global brands #ro Pepsi*o$ and #ootball$ with illions o# passionate #ans around the world$ pro+ides a treendous plat#or to showcase how they can be en!oyed better$ together$0 says Lorraine *how