After 36 years, our moment is here. Canadian soccer fans are on the edge of their seats as their home team competes on the biggest global sports stage – the FIFA World CupTM. As the country’s Official Regional Supporter of the FIFA World Cup 2022TM, Frito-Lay is launching its “Made For The Moment” campaign, a love letter to Canada and its unique relationship with the beautiful game – one that includes national pride and, for those with roots outside Canada’s borders, a passion for their “other home team.”
Today, the campaign kicks off with “Taste Of Soccer”, a commercial created and produced by Goodby Silverstein & Partners and stars internationally-renowned actor and soccer fan, John Boyega. The commercial will air on both television and digital throughout the FIFA World CupTM and takes viewers on an energetic journey through soccer history and fandom – from 1800s England, to the first international match in 1872, to today. No matter where your loyalty lies, a “Taste Of Soccer” is a rally call for the nation, and a new generation of soccer fans, to celebrate every moment that makes the game so special.
This campaign marks the first-ever salty-snack brand collaboration in FIFA™ and FIFA World Cup™ history and includes salted savoury snacks such as Lay’s, Doritos, Cheetos, Tostitos, and Quaker rice snack, Crispy Minis.
“We’re thrilled to be celebrating Canada’s unique and special relationship with the world’s most beautiful game –– one that includes national pride and also passion for people’s ‘other home team’ for those with roots that reside outside of Canada’s borders. And for every moment, Frito-Lay’s products are the perfect way to share in the fandom and experience the adrenaline.” said Jess Spaulding, Chief Marketing Officer of Frito-Lay and Quaker Canada. “Canada is made for this moment. And Frito-Lay is standing with all Canadians by unveiling the “Made For The Moment” campaign. Reminding us all that every moment of the FIFA World Cup™ is one worth celebrating.”
“Taste of Soccer” Commercial
- The campaign kicked off with our “Taste Of Soccer” commercial, which stars internationally-renowned actor and soccer fan, John Boyega. In the commercial, John takes Canadians on an energetic journey through soccer history and fandom, to celebrate every moment that makes the game so special.
Made By Canada: The Extended Cut
- The best part of any game is the iconic “GOALLLL Moment”, you know the one – the cheer that brings everyone to their feet with every goal! To unite Canadians across the country, Frito-Lay is encouraging fans to share their own GOAL celebrations on social media using #MadeForTheMoment starting November 30th, just in time for Canada’s final game on Thursday! Who knows where you may end up seeing your GOAL celebrations.
Made for the Moment Capsule
- In collaboration with Bauer X, Frito-Lay launched the Made for the Moment Capsule, a first-of-its-kind collaborative capsule collection made exclusively for Canadians by one of Canada’s most storied brands in sports. The collection brings together a unique group of creatives from coast to coast to tell the story of modern Canada through our jersey, with all proceeds supporting the REMIX Project.
- You can find a link to the collection lookbook here.
See Thee Rise: Our Made For The Moment Store
- To top off all the happenings, Frito-Lay opened an immersive pop-up store in Toronto throughout this past weekend called See Thee Rise: Our Made For The Moment Store! The pop-up featured a chip display of international flavours, a customization station for personalized swag and also took the visitors through the story behind the capsule collection and the contributing creatives.
From kick-off to the final whistle, the Made for the Moment campaign will celebrate Team Canada and bring together the many cultures of our country. Why? Because every moment is worth celebrating.
