Maurizio, Otero & Vera
Lionel Messi is fronting the global "No Lay's, No Game" campaign in the lead-up to the FIFA World Cup 2026, sharing the screen with heavy hitters like David Beckham and actor Steve Carell.
But Lay's is proving that today, the hustle—the % invested in marketing, product, communications, culture, media, advertising, and experiences—is hitting harder than ever.
And yes, they rolled out 40 World Cup flavors across the entire globe, plus hundreds of unique pieces of content, activations, and pop-ups (temporary stands and shops).
The New Ad Campaign
The hero spot features the stars going back and forth—super playful—over who's gonna throw the most epic World Cup watch party, with one golden rule: you've gotta bring the Lay's to even get in the door.
Check out the fun World Cup campaign spot here:
https://www.instagram.com/reel/DZXa3r7ot8v/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
With icons like Lionel Messi, David Beckham, and Steve... Lay's pulled off an absolutely next-level campaign:
One of the best World Cup spots out there. Full report, story, and video right here:
Running alongside this campaign, Lay's launched a snack line packed with international flavors. For the Argentinian market and other countries, the big drop is the Asado and Chimichurri chips—designed to capture the soul of the classic Argentinian grill in a single snack.
As an official sponsor of the FIFA World Cup 2026, Lay's rolled out an ambitious global play with over 40 limited-edition flavors inspired by the culinary cultures of the competing nations.
The flavors shift by region and are grouped into different international curations:
Americas Edition (Mainly available in the Southern Cone and North America)
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Brazilian-Style Garlic Sauce / Picanha: Chips with a creamy garlic-and-lime profile and Brazil's signature cuts of beef.
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Matambrito a la Pizza: A super Rioplatense combo, dropped especially for game day.
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Wavy French Onion Soup: Wavy chips inspired by the classic French onion soup, with bold notes of cheese and caramelized onion.
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Mexican Taco / Pineapple Jalapeño: Spicy, tangy, and seasoned flavors that recreate Mexico's tacos and street food scene.
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Canadian Loaded Poutine: That classic North American fries flavor topped with savory gravy and cheese curds.
Europe & Rest of the World Edition
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Cured Cheese: Inspired by Spanish cuisine, with a bold, mature cheese profile.
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Grilled Chorizo: Built around Portugal's iconic smoked and spiced sausage.
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Bangers & Mash: That classic British sausage-and-mash, English-style.
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English Fish and Chips: Recreates the traditional battered fried fish with chips and a splash of vinegar.
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Wavy Tzatziki: A wavy take inspired by the classic Greek yogurt, cucumber, and garlic sauce.
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Masala: A seasoned edition featuring India's traditional spice blends.
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Honey Butter: That sweet-and-salty profile that's huge in South Korea.
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Other Exotic Flavors: They also threw in varieties like Polish Kielbasa, Iraqi Dolma, and Saudi Arabian Pickled Lemon.
So, what's the analogy for your brand?...
The world of the brand ecosystem demands a journey that's broader, deeper, and more sustained than ever before.
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