Snacks & Candy

Lay’s Launches G.O.A.T. Cheese Flavor Series

Partners with soccer great Lionel Messi on limited-time promotion
Lionel Messi Lay’s G.O.A.T. Cheese Flavor Series
Photograph courtesy of Pepsico

NEW YORK — PepsiCo has partnered with soccer great Lionel Messi to launch the new limited-edition Lay’s G.O.A.T. Cheese Flavor Series.

After teasing the idea of this special packaging on social media last year, Lay's is celebrating the “greatest of all time” with its own G.O.A.T. cheese flavors to kick off its annual global soccer campaign, building upon the brand’s partnership with the UEFA (Union of European Football Associations) Champions League. 

The limited-edition packaging series includes fan-favorite, distinct cheese flavors  available in select markets around the world, starting with: the U.S.’s Cheddar Jalapeno and Argentina’s Queso & Pimienta and Caramelized Onion.

“I’ve worked with Lay’s for many years now and of course been featured on their packaging, but this is new level,” said Messi. “I am so excited Lay’s was able to make this happen for fans and hope they can get their hands on one of Lay’s G.O.A.T. bags.”

Additionally, Lay’s is premiering the hallmark of its global soccer campaign, new creative that will have fans following along a high-energy game in the streets that challenges what is truly needed for a game of soccer: a ball or love of the game? The spot features all-star players Messi and Lieke Martens but welcomes all to take part in the game.

“We are kicking off another exciting UEFA Champions League season celebrating the joy and passion our fans show for the sport each year,” said Sebnem Erim, vice president of marketing, Global Foods, PepsiCo. “From bringing to life the hotly anticipated Lay’s G.O.A.T. limited-edition packaging and flavors to an imaginative creative that you just have to smile throughout, our goal this season is to celebrate our fans and bring them joy as they open a bag of Lay’s and get ready to watch a UEFA Champions League match at home or in the stadium.”

This year’s global soccer effort will be supported by a suite of content, including engaging digital creative, in-store and special-edition packaging.

Lay’s is one of many Frito-Lay North America brands. Frito-Lay is a division of PepsiCo, Purchase, N.Y.

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