Lays is undoubtedly Pakistan’s favourite potato chips brand for some time. In recent past we witnessed some remarkable marketing campaigns by Lays Pakistan. The first thing I remember is Lays TVC featuring Pakistan’s legendary former cricket captain Waseem Akram coupled with Lionel Messi from FC Barcelona. It was not just a TVC it was also initiative to promote awareness about keeping Pakistan #CleanAndGreen followed by #PlantAPack acclivity which focused on increase in plantation in Pakistan and was held in many universities. We found hash tags #LaysPakistan, #TasteTheGlory and #GameReady trending many times during all of lays campaigns.
Lays has recently associate itself with the UEFA Europa League and has also included The UEFA Champions League Anthem in its TVC which is officially titled simply as “Champions League”. The anthem’s chorus is played before each UEFA Champions League game, as well as at the beginning and end of television broadcasts of the matches. They also installed a traffic-stopping outdoor execution at The Palm Roundabout, Karachi. It’s the 3D model of official UEFA Europa League sign with Messi’s 3D avatar showing off his moves. People just needed to snap it and share with hash-tag #TasteTheGlory to win a trip to Milan.
Promoting the spirit of football in Lays conducted an inter-university football tournament #GloryCup in which teams from 12 universities will participate to win the title. Taking a step forward they arranged screening of quarter-final match between Benfica vs. Bayern Munich and Atletico Madrid vs. Barcelona at LUMS which were attended and enjoyed by many football lovers.
Lays also introduced Taste The Glory campaign features in which you need to be SMS a code found in new Lays edition to 9005 to win many prizes along with the grand prize to “win ticket to watch the finals of #UEFA in Milan”. Not stopping there Lays initiated another fun activity in which anyone can win a ticket by making a Dubsmash on the #ChoirofChampions.
It seems that Lays Pakistan understands its corporate social responsibility and is making fruitful efforts to promote cleanliness, plantation and football in Pakistan. #CleanAndGreen and #PlantAPack campaigns are commendable efforts by Lays, tournaments like #GloryCup must be held frequently to promote football in Pakistan. Other brands should follow the footsteps of Lays Pakistan and should contribute towards betterment of the society.