Who: Lay’s, with Rethink for strategy and creative; Edelman for earned, influencer and digital; Praxis for owned social, and OMD for media.
What: "Casting Call,” 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
What: "Casting Call,” 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”). It's the first time Messier and the "Betcha..." tagline have appeared in Lay's work in more than a decade. It's the second major campaign for Lay's by Rethink, following its recent holiday work for the brand.
When & Where: The work is launching during this Sunday's Canadian Super Bowl telecast, complemented by a buy that includes additional broadcast, as well as social and OOH. The social push will continue for several weeks following the game, while the TV and OOH buys will carry through the front half of the year.
Why: 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.
“It only made sense to work with Messier, who made ‘Betcha...’ a household saying," said Spaulding. "The Big Game is an iconic moment, viewed by millions of Canadians, so what better to bring to the screen than the partnership of two Canadian icons: Mark Messier and Lay’s potato chips."
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.
How: 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.”
Meanwhile, the brand is betting on the introduction of its newest permanent flavour to help it land it in the snack bowls of many Canadians tuning into the Super Bowl, said Spaulding. “Lay’s Sweet Chili Heat! chips are the perfect way to turn up the heat and add a new flavour to their line up.”
[videopress c5Bc5F2d]
When & Where: The work is launching during this Sunday's Canadian Super Bowl telecast, complemented by a buy that includes additional broadcast, as well as social and OOH. The social push will continue for several weeks following the game, while the TV and OOH buys will carry through the front half of the year.
Why: 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.
“It only made sense to work with Messier, who made ‘Betcha...’ a household saying," said Spaulding. "The Big Game is an iconic moment, viewed by millions of Canadians, so what better to bring to the screen than the partnership of two Canadian icons: Mark Messier and Lay’s potato chips."
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.
How: 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.”
Meanwhile, the brand is betting on the introduction of its newest permanent flavour to help it land it in the snack bowls of many Canadians tuning into the Super Bowl, said Spaulding. “Lay’s Sweet Chili Heat! chips are the perfect way to turn up the heat and add a new flavour to their line up.”
[videopress c5Bc5F2d]
