Lay’s takes its World Cup campaign to the streets

The World Cup may be over for Team Canada and its fans, but Lay’s is still rolling out its “Made for the Moments” campaign with two new murals—one in Toronto and one in Vancouver—representing the spirit of soccer fans in those cities.

Mural by Carson Ting can be seen at 655 Smite Street, Vancouver, BC. (CNW Group/PepsiCo Foods Canada)

Adrian Hayles’ Toronto mural (top) is meant to inspire his daughter, a “budding soccer star,” and fit into the local murals in the Queen St. West neighbourhood where it was painted.

Meanwhile, Carson Ting painted a Canadian goose kicking a soccer ball (right), with a full spectrum of colours to showcase Canada’s rich cultural diversity.

“The ‘Made For The Moment’ campaign was designed to celebrate all Canadians’ love of soccer and their unique relationship to the game,” said Jess Spaulding, chief marketing officer of Frito-Lay and Quaker Canada. “To celebrate this relationship and extend the campaign, we’re thrilled to partner with Carson and Adrian on creating these unique art installations that each bring a different perspective of how soccer and Frito-Lay come together to make the moment special in their hometowns and some of our biggest, most vibrant cities.”

The PepsiCo brand began its World Cup campaign in late November, with a TV spot starring John Boyega. Created by Goodby Silverstein & Partners, “Taste of Soccer,” provided a history of the game and its fans, from the 1800s in England to today.

Frito-Lay also partnered with Bauer X for a special Canada clothing collection including a jacket, sweatshirt, scarf, socks, toque, and a special jersey with Canadian emblems and icons from 13 Canadian artists.

David Brown