Messi Messages

The Challenge

Lay’s wants to find a way into the hearts of football fans. Lay’s did a great job of branding their partnership and using their ambassador Messi in traditional ads – but creates very little emotional connection to the fans.

The Shift

To make Lay’s an integral part of where real fan passion happened. Fans’ real conversations around football happened on WhatsApp. If Lay’s could get into those conversations, maybe through Messi, then real connections could be made.

The Result

When Lay’s brought Messi into global fan WhatsApp groups, the brand made an emotional connection like never before.

Messi Ipad
Messi messages
Messi with phone