Lay’s Bets On WhatsApp To Win The World Cup – MediaPost

by Sarah Mahoney , Staff Writer, 2 hours ago Somewhere right now, 2.6 million people are listening in as Lionel Messi, Sir David Beckham, and Steve Carell plan a watch party over WhatsApp. The group chat launched less than two weeks ago, and it’s the centerpiece of what Lay’s Vice President of Global Marketing Alexis Porter calls a “scaled intimacy” play for FIFA World Cup 2026. She tells CPG Insiderabout the new approach and how it fits into the brand’s sweeping repositioning.  This interview has been edited for length and clarity. CPG Insider: The use of WhatsApp is very different. How do you make that decision? Porter: We’re the official snack sponsor and the No. 1 potato chip of FIFA World Cup, but it’s so much more than a sponsorship. You can’t just slap your logo on something anymore. You have to find and follow fan conversations and behaviors, and while that’s true in sports overall, FIFA is at a different level. We were excited to partner with WhatsApp to create a first-of-its-kind technology. It’s a scaled intimacy play — a group chat for an epic watch party, with partners we’ve worked with for years: Alexia Putellas, Lionel Messi, Sir
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