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Lay’s + Leo Messi

Client: PepsiCo EER

Year: 2016

Country: International


Food & Confectionary


We have created international branding for a vast brand communication concept entitled Football tastes better with Lay’s! Leo Messi is the hero of the campaign. The main brand device is built from football grass background, corner arcs and touch lines. The slogans are written with a chalk-like typeface.

The field grass photo covers the packaging backgrounds in full. It differentiates Lay’s football specialties from the brand’s regular offer. New flavour descriptors sits on national-flag banners. Unique flavours of crisps represent the teams e.g. Spanish Chorizo or Italian Lasagne.

We have developed this promotional identity for 5 core markets in the CEE region incl. Russia, Turkey, Poland, Romania and Hungary. The graphics were also assimilated with core portfolio graphics. The branding was adopted onto other communication vehicles incl. digital media.


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