For the first time in history, a live advertising content was produced in a stadium in front of 80,000 fans. Famous former footballers Thierry Henry and David Beckham had to perform without a script, reacting live in front of all the spectators.

In 2023, the brand launched No Lay’s, No Game: a new Global UCL campaign (50 markets), with the intention to make the connection between football-watching and Lay’s as strong as the connection between movie-watching and popcorn.

The idea was executed at the San Siro (home stadium of AC Milan) during a Champions League match between Milan and PSG. The brand carefully selected that game because our two celebrities played for those teams, ensuring a great support from the stands. It took place minutes before the kick-off, the brand had only 5 minutes to create the content, with no margin for error because the match was about to resume.

NLNG strategy is to position Lay's in sports watching occasions as what popcorn is to cinema.

We started establishing the positioning with soccer as the most watched sport in the world during both the men's and women's UEFA Champions League, under the brand concept "No Lay's, no Game."

Our intention was to remind Champions League fans that Lay’s always makes the football watching moment better. We gave fans around the world another reason to always have Lay’s on game day – you never know what might happen.

We offered fans in the stadium the incredible chance to watch the match alongside famous former football players, David Beckham and Thierry Henry. The requirement? They had to have a bag of Lay's.

To find the winner, cameras in the stadium broadcasted from the jumbotron and scanned the fans until the winner was found.

The idea starts with a relaxed dialogue between Thierry Henry and David Beckham on the sidelines of the pitch. Thierry eats the last chip from David's bag of Lay's, who reproaches him, sparking a humorous argument.

That moment was captured by all the television cameras broadcasting the match and immediately went viral worldwide and was the starting point of an unprecedented content. To resolve the issue, Thierry asks the cameramen in the stadium to find a fan with Lay's.

Everything was orchestrated with great precision: a team of 171 crew members, cutting-edge technology, including 8 cameras and even a drone, immediately scanned the entire stadium to find that fan with Lay's.

The footage was broadcast live on the stadium's jumbotron, within a couple of minutes and amidst amusing situations with fans attempting to claim the prize, the winner emerged, securing the opportunity to watch the match alongside David and Thierry.

+ 150 Million Global Views.

+ 2,5 Billion Global PR Impressions.

+ 3% Boost Global Sales.

+ 100% positive sentiment