No Lay's No Game
A localization with a German twist and superstar Lukas Podolski, building on the success of previous No Lay’s No Game campaigns featuring football legends like Thierry Henry, David Beckham, and Lionel Messi.
Date
April 2025
Role
Creative Director
Background
THE NO LAY’S, NO GAME STRATEGY HAS LONG BEEN LAY’S GLOBAL APPROACH TO POSITIONING THE BRAND AS ESSENTIAL FOR FOOTBALL VIEWING—JUST AS POPCORN IS FOR THE CINEMA. DURING THE UEFA CHAMPIONS LEAGUE, WE REMIND FANS THAT LAY’S ELEVATES EVERY MATCH. GIVING FANS A REASON TO ALWAYS HAVE LAY’S ON GAME DAY, YOU NEVER KNOW WHAT MIGHT HAPPEN.
Strategy
LAY’S MAY BE THE NUMBER ONE CHIPS BRAND IN THE WORLD, BUT IN GERMANY, PEOPLE HAVEN’T YET FULLY EMBRACED IT AS THE GO-TO SNACK FOR FOOTBALL. WE NEEDED A LOCAL INSIGHT TO HELP GERMANY REALIZE WHAT THEY’RE MISSING—AND TO MAKE A COMPELLING CASE FOR CHANGE. IT WAS TIME TO BRING IN A SUPERJOKER. IT WAS TIME TO SUBSTITUTE THE COMPETITION FOR LAY’S. IN OTHER WORDS: WECHSEL ZU LAY'S! (SWITCH TO LAY’S).
The Execution
A FULL 360 CAMPAIGN ECOSYSTEM. THE LAY’S BAGS, THE TRUCKS, POS ACTIVATIONS, (D)OOH, TVC, SOCIALS, DIGITAL, E-COMM... WITH OVER 600 MILLION MEDIA IMPRESSIONS EVERYONE IN GERMANY HAS SEEN THAT THEY SHOULD SWITCH TO LAY’S.
