"No Lay's, No Game": Lay's Brand Experience and Gaming Platform for the UEFA Champions League 2025

Background and Challenge

The UEFA Champions League 2025 presented Lay's with a unique opportunity to merge football, gaming, and snack experiences into one compelling digital campaign. The challenge was to create an interactive platform that would not only captivate fans during the games played but also function successfully throughout the year across 20+ countries – spanning from the United States and South Africa to Latin America and Europe. The goal was to seamlessly integrate an existing gaming component while creating genuine added value for football enthusiasts.

Approach and Realization

DAVIES MEYER took charge of the entire development of the "No Lay's, No Game" digital platform in close collaboration with both the global Lay's team and local teams. At the core was an interactive hub solution that intelligently connected entertainment with fan engagement. A standout feature was the seamless integration of the "Lay's Dash" game, previously developed by a partner agency – including the unique opportunity to step into Lionel Messi's shoes. For selected markets, an additional contest mechanism was implemented, offering exclusive tickets to the UEFA Champions League final.

Results

The platform www.nolaysnogame.com achieved outstanding engagement rates and reach across all target markets. The combination of interactive gaming experience and football content generated sustained enthusiasm among the target audience. The successful integration of various digital components and the global scalability of the solution positioned Lay's strongly in the sports entertainment sector, demonstrating the potential of innovative brand experiences in the digital space.