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Frito Lay begins Christine Sinclair campaign

Frito Lay Canada has begun a promotion featuring soccer player Christine Sinclair. The promotion is part of the brand’s ongoing “Play Loud” campaign, which focuses on female athletes. It coincides with Sinclair’s announcement of her retirement from the sport and includes a video highlighing her career. In addition, the brand with run 190 out-of-home executions nationally, each one featuring a future goal of 190 young female soccer players. The number is a reference to Sinclair’s 190 career soccer goals.

“If girls can see it, they can believe it,” said Jess Spaulding, chief marketing officer at parent company PepsiCo Foods Canada. “This initiative goes beyond celebration. It's about looking forward and creating a ripple effect by giving Canadian girls a platform to share the profound impact that female athletes like Christine can have.”

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