Credits: Social Media
Lay’s expand Lionel Messi collab with Crispy Taco flavor chips
The latest instalment of Frito-Lays multi-year soccer-based marketing strategy, featuring footballer Lionel Messi, has dropped in the form of a now-familiar Crispy Taco flavor potato chip. With Messi’s face on the bag.
PepsiCos soccer partnerships are part of a plan to connect with Gen Z, Frito-Lays senior vice president of marketing told Marketing Brew. This round of Crispy Taco flavored chips will be available for a limited time.
Lays teams up with soccer legend Lionel Messi for Crispy Taco flavor chips
In what one disgruntled Instagram user describes as the 26625272th relaunch of Crispy Taco, Lays is now offering chips of that flavor with Lionel Messis face emblazoned on the front of the bag.
Lionel Leo Messi is an Argentine pro footballer. He plays as a forward for, and helms, both Inter Miami and the Argentina national team. He is one of the most successful soccer players of all time, has broken social media records you didn’t know anyone kept track of, and made his competitive debut age 17, in 2004.
And on top of all that, hes now a potato chip icon, writes Food & Wine. His sponsorship deal with Lays potato chips a subsidiary of Frito-Lay runs back at least to 2022.
This year, Lays and Leo are trying to turn the celebratory chant Ol�, Ol�, Ol� into one of Oh Lays instead. Frito-Lay revealed the new soccer rally cry in April 2024. The chips may not be as unique than Old Bay crab oil flavor chips, which also launched recently, but it’s the first time his face has appeared on this particular bag.
- MORE SNACKAGE: New Chips Ahoy! recipe dubbed their richest flavor yet and took 5,000 hours to perfect
Essential info on the Crispy Taco flavor launch
The key ingredients giving Lays Crispy Taco flavor chips their flavor are onion powder, tomato powder, garlic powder, yeast extract, cheddar cheese, sour cream and& crispy taco seasoning.
Find the full ingredients list on the Ralphs website. The chips have been spotted in-store at Publix and Kroger so far according to one Instagram user �see the post below.
Its not clear for how long this particular round of Crispy Taco flavor chips will be available. Food & Wine reported in March 2024 that they fit into a lineup of Flavors That Hit Home.
At that time, the outlet quoted Tina Mahal, PepsiCo Foods North Americas senior vice president of marketing, as saying: With the Flavor That Hits Home lineup, were helping fans taste the cherished dishes they know and love from their hometowns in an entirely new way.
Except, its not entirely new, as some of the new lineups flavors have been available in the past.
Messi and Lays go way back
In March 2022, Lays launched a line of Messi G.O.A.T. (standing for Greatest Of All Time) line of chips, featuring Messis visage on a black and gold bag.
In the US, they sold exclusively on Snacks.com. The first flavor bearing Messis face was Cheddar Jalape�o. In Argentina, Lays ran Queso & Pimienta and Caramelized Onion flavors.
In March 2023, Messi appeared on the front of the Lays Classic bag of chips.
And this year, Frito-Lay ran a sweepstakes that began following Messis first chip shot goal of the season. An Oh-Lays commercial is due to run on television during the Leagues Cup, according to a Frito-Lay press release from earlier this year.
The partnership continues…
