The Work
Lay's "Casting Call" by Rethink
A new spot that marks the return of the brand's longtime spokesperson Mark Messier, as well as the (sort-of) revival of its famous "Betcha Can't Eat Just One" tagline (now amended to "Betcha Can't Pick Just One").
The brand is bringing Messier back as a spokesman because he originated the "Betcha..." slogan (see some of their work below), and because the former NHL star successfully resonated with Canadians in the past, said Jess Spaulding, chief marketing officer for PepsiCo Foods Canada.
The campaign is supporting the addition of Lay's formerly limited-edition "Sweet Chili Heat!" flavour as a regular fixture in its portfolio–making it even harder to "pick just one" of its many flavours.
The launch spot features a fictional casting call, at which prospective talent wait in a room filled with bags of Lay’s potato chips. As they wait, the would-be actors munch on the chips—proving that they can’t pick just the one flavour, and unknowingly disqualifying themselves from the possibility of winning a $1-million prize had they been able to limit their snacking to a single flavour.
"People often ask me what my favourite Lay’s flavour is, and I honestly can’t pick just one," said Spaulding. "We know this is true for many Lay’s fans, and we brought Mark back for another iconic ‘Betcha’ campaign to test this theory."