Cheer for your flavourite!

ay's is encouraging consumers to share the UEFA Champions League fun with friends and family by helping them express and share their cheer. The promotion, which is running in Belgium, Italy, Netherlands, Nordics, Portugal and Spain has been built around a unique and disruptive pack design to create excitement and provide standout on shelf.

Consumers are asked to take a selfie with their favourite pack – be it their favourite flavour, or the face paint which reflects their top UEFA Champions League team. Pictures can be submitted through social media using each markets dedicated hashtag e.g. LaysNL (Netherlands), or the promotional microsite. Everyone who participates is entered in to a daily prize draw for a chance to win prizes ranging from European citybreaks with match tickets to PS4's and crisp sharing bowls.

Additional cross-channel support including POS, digital, TV and PR sees the cheer being brought to life in other fun, disruptive and engaging ways.

It's just a shame it's not running in the UK!


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