Lays UEFA Champions League

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SHARE TO SHOW YOU CARE

Sharing emotions in the build-up makes game nights more enjoyable. As the Official Snacks Partner of the UEFA Champions League, Lay’s wanted to build on this to create excitement and anticipation amongst fans across Europe at the start of the 2016/17 season.

We transformed packs of Lay’s into Cheer faces and created an engaging and playful mechanic that tapped into the trend of filters and masks 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. 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.

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