A star-studded ad campaign, a giant floating statue of Lamine Yamal, and a 3D billboard of Leo Messi are all part of the plan to drive sales and conversation for a brand with deep ties to soccer.
The Lay’s campaign, starring Will Ferrell, encourages fans to join a bandwagon. “We decided to turn what is normally an insult into an invitation,” the brand’s SVP of marketing said.
Mandatory hydration breaks have drawn criticism en masse from soccer viewers—and some marketers.
Because Scotland’s Tartan Army was there for the World Cup, of course.
The personal care giant is an official sponsor of the tournament with several pro athlete partners, but its World Cup push is largely centered around influencers.
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