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Frito-Lay conducts World Cup campaign

Frito-Lay North America has begun a Canadian campaign called “Made for the Moment,” tied to its sponsorship of the 2022 FIFA World Cup soccer tournament. It includes a commercial called “Taste Of Soccer” that features actor John Boyega presenting a history of the sport. This will be accompanied by a social media promotion on TikTok that encourages consumers to submit videos of themselves dancing in response to a World Cup goal. Some of these videos will be used in a longer version of the commercial that will air during the World Cup final. Additional campaign elements will include a collection of branded clothing and an experiential installation in Toronto. Frito-Lay North America is a division of PepsiCo.

“We’re thrilled to be celebrating Canada’s unique and special relationship with the world’s most beautiful game,” said Jess Spaulding, chief marketing officer at Frito-Lay and Quaker Canada. “One that includes national pride and also passion for people’s ‘other home team’ for those with roots that reside outside of Canada’s borders. And for every moment, Frito-Lay’s products are the perfect way to share in the fandom and experience the adrenaline. Canada is made for this moment, and Frito-Lay is standing with all Canadians by unveiling the ‘Made For The Moment’ campaign, reminding us all that every moment of the FIFA World Cup is one worth celebrating.”

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