Lays/Walkers United

Repositioning a global Champions League sponsorship for the world's biggest crisps brand


Pepsico's broad range of crisps brands (Lays, Walkers, Sabritas...) needed a new positioning for their UEFA Champions League sponsorship.

Rather than the diehard fans that gather in stadiums, Lays/Walkers wanted to appeal to a broader audience. So we decided to celebrate and reward the people that love these moments with friends as much as they love the game itself. 

The challenge was to build a platform that more than 200 countries around the world could feel their own, through a set of executions that could adapt modularly to the different needs of these markets. 

As the Champions League anthem starts playing and Messi is about to kick off the game in the stadium, thousands of people line up in different households and bars from around the world.

They all play for the same team.

The team of those who like the game as much as they like the social occasion. 

The team that always play home: Walkers United. 


Lays United 10'' Ident - The Commentators 

Lays United 10'' Ident - The Kick Off 

Lays United 10'' Ident - The Throw-In

Lays United 10'' Ident - The Squad


  • In 2016
  • As Freelance Creative Director with Enric Soldevila 
  • Agency: AMV BBDO
  • Executive Creative Director: Paul Brazier
  • Director: Rollo Jackson
  • Production company: Somesuch



Pepsico's crisps business is formed of 9 different brands around the world. As you might imagine, to evolve the long-standing heritage between AMV BBDO and Walkers, whilst building a system that could meet the interests of over 200 markets around the world was quite a challenge. Both in creative and politics management terms. It took a total of 131 edits to deliver, but I personally think the result was worth it.