Lay’s and PepsiMax are official sponsors of the UEFA Champions League, and both brands have a well planned strategy to give visibility to their products and to activate their partnerships with the competition. To promote the new cheers packs from Lay’s, the popular brand has partnered with a number of celebrities with a link to football. Michèle Lacroix has been chosen by the brand to promote the new packs in Belgium and the UK. Through her Instagram account, where she has +60k followers, she has delivered fantastic content with a great response from her audience, as you can see below these lines. The campaign will extend until the end of the year and Lay’s is trying to stress the brand’s link with football and the Champions League through it, while promoting its products.