PepsiCo launches global campaign featuring Messi on Lay's pack

NEW DELHI: PepsiCo said it is launching its biggest integrated marketing campaign featuring international football superstar, Leo Messi on Lay's packages ahead of the FIFA World Cup.

This global campaign, which will be executed across more than 60 countries, is a direct result of PepsiCo's ability to leverage its size and scale to improve the impact and efficiencies of local advertising to tell equity-building brand stories on a mass scale, the company said in a statement.

Lay's said it bring the global campaign in India, beginning with a master brand commercial that will be aired on YouTube, starting June 12, 2014.

"Lay's will also be activating a mega consumer engagement program led by 3 new flavours called 'Football Favorites', that kick starts with a television commercial (TVC) starting June 20, 2014," the company said.

Commenting on the new campaign, PepsiCo India Senior Director - Foods Marketing Vidur Vyas said: "Our global campaign with international football superstar Messi offers consumers an exciting opportunity to engage with the brand."