Frito-Lay FIFA World Cup Campaign: Beckham vs. Manning In Football vs. Soccer
Tuesday, November 15, 2022 at 06:49PM By Barry Janoff
November 15, 2022: PepsiCo division Frito-Lay, the exclusive salty-snack brand sponsor in North America for FIFA and the FIFA World Cup, continues to build its multi-platform support of the tournament with an “Is It Soccer or Football” humorous debate starring football (or is it soccer?) icon David Beckham and football (definitely football) Hall of Famer Peyton Manning.
The effort is part of a larger global push by Frito-Lay that includes limited-edition products and packaging, an interactive game based on red and yellow penalty cards and a Pass the Ball Challenge, where people have the chance to win unique prizes and a trip to the FIFA World Cup 2022 final.
Frito-Lay said its deal represents the “first salty-snack brand collaboration in FIFA and FIFA World Cup history."
It includes Lay's, Doritos, Cheetos, Tostitos, Ruffles and Sabritas; Quaker hot breakfast cereals, Quaker grain-based cereal bars and Quaker rice snacks; and Gamesa cookies and crackers.
The World Cup, scheduled for Nov. 20-Dec. 18, will air in the U.S. on Fox Sports (English language) and Telemundo and Peacock (Hispanic language).
“Frito-Lay is rooted in bringing real joy to our consumers, especially through our sports partnerships," Brett O'Brien, Frito-Lay North America CMO, said via the brand.
"As soccer grows in popularity across North America, we hope to make the tournament even more fun with the limited-time Lay's globally inspired snacks and now our FIFA World Cup campaign.”
The new "Soccer or Football" commercial, directed by Michael Bay, premieres today and will run on TV and digital throughout the duration of the FIFA World Cup.
In the spot, Beckham and Manning also argue about cleats vs. boots, chips vs. crisps and trophies vs. souvenirs.
“Soccer or Football” features cameos from such soccer legends as Mia Hamm (“Have you won two World Cups?”), Brandi Chastain (who reveals her sports bra with the word “soccer” on it), Javier "Chicharito" Hernández, Julie Foudy and Tim Howard, who offer their take regarding the game’s true definition.
“We are thrilled to collaborate with Michael Bay, David Beckham, Peyton Manning and this incredible group of sports icons to have some fun with this age-old debate and remind people to not forget the chips as they watch the FIFA World Cup,” said O'Brien.
Throughout the FIFA World Cup, Frito-Lay is running a game-within-the-game experience, Snack Cards, which offers viewers the chance to turn yellow and red cards into free yellow and red chips.
Starting Nov. 29 during the scheduled USA vs. Iran game, when a referee pulls a yellow card, at-home viewers can win yellow bags of Lay's. If the card is red, they can win red bags of Doritos.
To participate, people must follow @Lays and @Doritos on Instagram and “be on the lookout for the first yellow or red card in select games.”
The brand previously launched the interactive online experience Pass the Ball Challenge.
Last month, Frito-Lay unveiled three limited-edition Lay's products, featuring FIFA World Cup-inspired flavors: Lay's Adobadas, Lay's Bacon Wrapped Jalapeño Popper and Lay's Wavy Carnitas Street Tacos.
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