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Lay’s and soccer have at all times been a fantastic crew, each on the sector, but in addition exterior of it via a protracted partnership. This yr, given the weird context, the position of the model is to construct up sturdy emotional connections and to recreate the enjoyment of a stadium within the properties of all soccer followers by growing a undertaking with a number of interactive actions. The marketing campaign „Deschide Lay’s. Începe meciul!” | “Open Lay’s. The sport begins!” is sustained at international stage by Leo Messi, six-time Ballon d’Or winner, world champion Paul Pogba and Lieke Martens – the winner of UEFA Ladies’s Participant of the Yr 2017, and domestically by Ianis Hagi – this yr champion with Glasgow Rangers in Scotland.
„Deschide Lay’s. Începe meciul!” | “Open Lay’s. The sport begins! ” could have its debut in the beginning of April and Ianis Hagi will star in a collection of TV and digital tasks, each on Lay’s channels (Facebook, Instagram, YouTube) and the participant’s official social media accounts, but in addition the normal and fashionable commerce and eCommerce via shopper activations.
The motion of the TV spot is happening in a special enviornment – the residence, the place we see Messi and Martens kicking-off the sport by passing the ball to the viewers, encouraging the general public to exit on the balcony with a purpose to benefit from the sport collectively in entrance of an enormous display screen. Attracted by the irresistible sound made by opening a bag of Lay’s chips, Pogba interrupts its heat up earlier than the sport and joins the group, and Ianis Hagi, fascinated by the environment, takes his ball and enjoys the sport whereas tasting Lay’s.
„It was a really attention-grabbing capturing given the truth that the coordinating crew was in Romania and I used to be in Glasgow, at 3.000 km distance. Nevertheless it was enjoyable, and it’s a pleasure to collaborate with Lay’s. I’m comfortable to be a part of this marketing campaign and I hope the followers will recognize the messages. I can simply encourage you to remain near my social media pages as a result of, along with Lay’s, I’ve ready a number of surprises for you!”, mentioned Ianis Hagi.
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„Soccer is the world’s biggest sport, with one of many key causes being the facility the sport has to unite, join and convey pleasure, particularly in these occasions. I’m proud to share that in new methods this yr with Lay’s and a few really distinctive initiatives.”, mentioned Lionel Messi.
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„Deschide Lay’s. Începe meciul!” | “Open Lay’s. The sport begins!” marketing campaign is the results of an ideal combine: a cherished model, a timeless ardour – soccer, consultant names like Leo Messi, Ianis Hagi, Paul Pogba, Lieke Martens and knowledgeable and gifted crew. Every little thing positioned in a particular context the place issues can change very quick. For many of us, this undertaking represented a premiere – the capturing occurred on-line in Glasgow with native assist. So, we’re very excited to launch this marketing campaign in Romania and to get pleasure from soccer once more.”, mentioned Alexandra Burdulea, Model Supervisor Lay’s.
The brand new marketing campaign developed by Lay’s devoted to soccer features a TV spot, radio, outside, online and social media communication, and customers activations within the conventional and fashionable commerce and eCommerce. The marketing campaign is energetic between April – Could 2021.
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