Lay’s launches Football Favourite Flavours – giving consumers a chance to Watch Leo Messi play Live!
Football Favorites available in 3 delightful Flavours - Apple Chilli, Cheesy Jalapeno, Tangy Herb
New Delhi, June 19, 2014: Lay’s, the leading potato chip brand from PepsiCo India and amongst one of the leading snack brands in the country, brings forward its global campaign with international football superstar Lionel Messi for consumers in India, through the launch of its Football Favourite flavors. Lay’s has added local flavor to the global Leo Messi campaign by launching these three new limited edition offerings of Apple Chilli, Cheesy Jalapeno, Tangy Herb, to delight consumers.
As part of the Football Favourite program, consumers are invited to taste these limited edition flavors and get a chance to watch Messi play live by voting for their favourite flavour. All that consumers need to do is to give a missed call on the unique numbers provided on the respective packs. The Lay’s flavor which gets the highest number of missed calls shall be the Winning flavor and one lucky Winner will be selected from the Winning flavor entries who will get a chance to watch Messi play live.
Together, these new flavours and the campaign – one of the brand’s biggest ever, with unique engagement platforms across social media - brings excitement to Indian youth’s special moments of fun and friendship during TV Watching moments. The offer is valid in select cities, towns and also on Rs 10/- (26 g) packs of the following Lay’s flavours: Spanish Tomato Tango, American Style Cream & Onion, India’s Magic Masala and Classic Salted.
Gaurav Mehta, Category Director – Western Snacks, PepsiCo India said, “With the Football Favourites campaign we plan to take the excitement to a new platform by engaging with the fans and adding fun to TV watching time. Our global campaign with international football superstar Leo Messi in India offers our consumers a chance of seeing the international football superstar play live. At Lay’s we believe in bringing in Global flavours to India that add to magical moments for consumers. The brand is about youthful optimism and carefree fun, and this is exactly what we have tried to represent in the campaign.”
The three new Football Favourite flavours, Lay’s Apple Chilli, Cheesy Jalapeno, Tangy Herb,will be available in select cities, towns, in mid and large packs at Rs. 10 & Rs. 20 respectively.
The campaign kick-starts with the TVC going on air on 20th June and will be supported by a surround 360-degree marketing plan including on-ground activation, print, digital media engagement and a mix of above-the-line communication.
For more fun and excitement, log on to Facebook – www.facebook.com/laysindia
Launched in 1995 in India, Lay’s is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. Lay’s has wide range of offerings under its umbrella, with unique & indulgent flavours that cater to both local and international tastes. It is available in Indian flavours like Magic Masala and also has brought in innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli, Classic Salted, Lay’s Chile Limon & Lay’s French Salt and Cracked Pepper. Consumers can also log into the Lay’s Facebook page at www.facebook.com/laysindia
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 38 beverage bottling plants and 3 food plants. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Within 2 decades, the company has been able to organically grow eight brands that generate Rs. 1,000 crore or more in estimated annual retail sales and are household names, trusted across the country.
PepsiCo India is driven by its global commitment to sustainable growth, Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in
For further details, please contact:
Radhika Sharda/Parakram Hazarika
Tel: 9871146087 / 9711311688
Tel: +91 124 44998400