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Back

Cheer for Your Favourite

Objective

Drive purchase frequency and penetration of Lay’s crisps at the start of the 2016/2017 UEFA Champions League.

Strategy

Leverage Lay’s position as Official Snacks Partner and tap into the communal emotions of football.

We transformed packs of Lay’s into ‘Cheer faces’ and created an engaging and playful mechanic that played into the trend of filters and, at its heart, drove social conversation.

Over 100 pack designs with bold colours, moustaches and vibrant face paint were created and a toolkit of flexible cross-channel activation ideas was provided to markets to activate locally.

Share to show you care

The packs became central to the cross-channel activation across 11 markets – Finland, Iceland, Denmark, Sweden, Norway, France, Spain, Portugal, Italy, Belgium and Netherlands – spanning social, OOH, POS and PR.

The cross-channel campaign has since been activated as ‘Snap & Share’ in the UK.