# Soccer Star Chip Campaigns Lay's x Messi Chip Bags are Arriving for Soccer Season By Michael Hemsworth | Published 2024-04-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/lays-x-messi-chip-bags References: [snackandbakery](https://www.snackandbakery.com/articles/111118-lays-soccer-icon-lionel-messi-team-up-for-lto-packaging) & [lays](https://www.lays.com/?gclid=EAIaIQobChMI-r3ciK_ChQMVLkb2CB1XsAPBEAEYASAAEgJJO_D_BwE)  The [Lay's](https://www.trendhunter.com/trends/goat-cheese-flavor-series) x Messi chip bags are being launched by the snack brand to commemorate its collaboration with [soccer star Lionel Messi](https://www.trendhunter.com/trends/lionel-messi-2) that are arriving just in time for soccer season. The limited-edition snack packaging is arriving on the heels of the snack brand's new 'Oh-Lay' commercial starring Messi himself with his teammates that plays on the classic Olé, Olé, Olé, Olé soccer chant. The partnership with Messi is expected to be a hit with fans as they start off the season and seek out a snack to enjoy as they watch the latest game. Senior Vice President of Marketing, [PepsiCo Foods North America](https://www.trendhunter.com/trends/pepsi-1) Tina Mahal commented saying, "When it comes to the perfect blend of skill and flavor, few can match the iconic taste of Lay's chips or the mastery of Messi on the field, so we knew we had to bring the chip icons together to recognize their greatness. With the introduction of 'Oh-Lay's,' we're thrilled to continue our commitment to spark moments of joy for soccer fans everywhere, reminding them that there's no better snack for watching soccer than Lay's potato chips." Image Credit: PRNewsfoto / Frito-Lay North America ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 51% | Activity: 59% | Freshness: 23% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Sports](https://www.trendhunter.com/sports) ## Key Themes ### What Makes This Trend Stand Out - **Celebrity-endorsed Packaging:** Collaborations with high-profile celebrities like Lionel Messi create unique and memorable packaging that boosts brand visibility. - **Seasonal Product Launches:** Releasing limited-edition products aligned with specific seasons or events, such as soccer season, drives consumer excitement and urgency. - **Sports-themed Marketing Campaigns:** Integrating popular sports elements and star athletes in advertising resonates deeply with fans and fosters a stronger brand connection. ### Sectors Adopting This - **Snack Foods:** The collaboration between Lay's and Messi exemplifies how snack brands can innovate by aligning products with popular cultural events and figures. - **Sports Marketing:** Sports marketing leverages the popularity of athletes to enhance promotional campaigns and increase fan engagement. - **Celebrity Endorsements:** Brands partnering with globally recognized figures like Messi can significantly amplify their market reach and consumer appeal. ## Related on Trend Hunter - [Soccer Player-Themed Chips](https://www.trendhunter.com/trends/goat-cheese-flavor-series.md) - [Argentinian Steak Snack Chips](https://www.trendhunter.com/trends/lays-argentinian-style-steak.md) - [Limited-Edition Soccer Snacks](https://www.trendhunter.com/trends/lays-fifa-world-cup.md) - [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md) - [Soccer-Focused Official Snack Campaigns](https://www.trendhunter.com/trends/fan-of-the-match.md) - [Soccer Snack Collaborations](https://www.trendhunter.com/trends/soccer-snack-collaborations.md) - [Soccer-Themed Snack Branding](https://www.trendhunter.com/trends/mondelz-products.md) - [Football-Themed Potato Chips](https://www.trendhunter.com/trends/lays-golden-grounds.md) - [Chip Brand-Inspired Apparel](https://www.trendhunter.com/trends/huemn.md)