{"id":171,"date":"2025-12-17T16:16:17","date_gmt":"2025-12-17T15:16:17","guid":{"rendered":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/?p=171"},"modified":"2025-12-17T16:18:17","modified_gmt":"2025-12-17T15:18:17","slug":"lays-une-campagne-evenementielle-fondee-sur-des-partenariats-autour-du-football","status":"publish","type":"post","link":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/2025\/12\/17\/lays-une-campagne-evenementielle-fondee-sur-des-partenariats-autour-du-football\/","title":{"rendered":"Lay\u2019s : une campagne \u00e9v\u00e9nementielle fond\u00e9e sur des partenariats autour du football"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"171\" class=\"elementor elementor-171\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7562a9b0 e-flex e-con-boxed e-con e-parent\" data-id=\"7562a9b0\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2864da37 elementor-widget elementor-widget-text-editor\" data-id=\"2864da37\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><\/p>\n<p>\u00c0 l\u2019occasion du tirage au sort de la Coupe du Monde 2026, le 5 d\u00e9cembre, <a href=\"https:\/\/www.lays.fr\" data-type=\"link\" data-id=\"https:\/\/www.lays.fr\">Lay\u2019s<\/a> a relanc\u00e9 sa campagne Le 5 d\u00e9cembre, lors du tirage au sort de la Coupe du Monde 2026, Lay\u2019s a remis sur le devant de la sc\u00e8ne sa campagne \u00ab <a href=\"https:\/\/www.facebook.com\/jaiunpotedanslacom\/videos\/no-lays-no-game-%EF%B8%8Flays-revient-avec-sa-campagne-no-lays-no-game-lanc\u00e9e-en-2023-\u00e0-\/663606842756672\/\">No Lay\u2019s, No Game<\/a> \u00bb. L\u2019id\u00e9e ? Profiter de l\u2019engouement mondial autour du football pour rassembler les gens et cr\u00e9er un moment de partage.<\/p>\n<p><\/p>\n<figure><img decoding=\"async\" src=\"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-content\/uploads\/2025\/12\/Capture-decran-2025-12-16-a-16.12.56-1-1024x677.png\" alt=\"\" \/><\/figure>\n<p><\/p>\n<p>Pour y parvenir, la marque a r\u00e9uni des visages familiers du ballon rond, \u00e0 l\u2019image de <a href=\"https:\/\/www.instagram.com\/leomessi\/\">Lionel Messi<\/a> ou d\u2019<a href=\"https:\/\/www.instagram.com\/alexiaputellas\/\">Alexia Putellas<\/a>, ainsi qu\u2019une star de cin\u00e9ma,<a href=\"https:\/\/www.instagram.com\/stevecarellofficial\/\"> Steve Carell<\/a>. Ce m\u00e9lange des genres permet de toucher un public plus large et de rappeler que le football est une f\u00eate pour tous, des plus passionn\u00e9s aux simples curieux. Ensemble, ces ambassadeurs portent des valeurs simples et universelles : le plaisir d\u2019\u00eatre ensemble, la convivialit\u00e9 et le partage.<\/p>\n<p><\/p>\n<p>Au-del\u00e0 de la simple promotion de ses chips, Lay\u2019s cherche \u00e0 s\u2019inscrire dans le quotidien des supporters. Les publicit\u00e9s mettent en sc\u00e8ne des soir\u00e9es match entre amis, des moments o\u00f9 l\u2019on se retrouve, on rit, on partage un sac de chips\u2026 Une fa\u00e7on de cr\u00e9er un lien fort et naturel avec le public.<\/p>\n<p><\/p>\n<p>La campagne prend aussi une dimension responsable avec le programme<a href=\"https:\/\/fondationuefa.org\/action\/lays-replay-2\/\"> Lay\u2019s RePlay<\/a>, qui recycle les sachets usag\u00e9s en terrains de football. Une initiative qui donne du sens \u00e0 la d\u00e9marche et renforce la coh\u00e9rence de l\u2019engagement de la marque.<\/p>\n<p><\/p>\n<p>Au final, cette op\u00e9ration montre comment un \u00e9v\u00e9nement sportif d\u2019envergure peut servir de socle \u00e0 une communication \u00e0 la fois efficace, f\u00e9d\u00e9ratrice et porteuse de valeurs.<\/p>\n<p><em>J\u2019ai choisi cet article car il montre comment Lay\u2019s utilise des partenariats avec le football pour renforcer sa visibilit\u00e9 et son image de marque. Le football permet de toucher un public large et engag\u00e9, ce qui rend la campagne \u00e9v\u00e9nementielle assez efficace c\u2019est donc cela qui m\u2019a int\u00e9ress\u00e9e.<\/em><\/p>\n<p><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ba65e81 e-flex e-con-boxed e-con e-parent\" data-id=\"ba65e81\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b2d58c0 elementor-widget elementor-widget-video\" data-id=\"b2d58c0\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/OEUB49kmbH0?si=sNReTNEomUr0DvsP&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00c0 l\u2019occasion du tirage au sort de la Coupe du Monde 2026, le 5 d\u00e9cembre, &hellip; <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-171","post","type-post","status-publish","format-standard","hentry","category-non-classe","latest_post"],"_links":{"self":[{"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/posts\/171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/comments?post=171"}],"version-history":[{"count":8,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/posts\/171\/revisions"}],"predecessor-version":[{"id":181,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/posts\/171\/revisions\/181"}],"wp:attachment":[{"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/media?parent=171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/categories?post=171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webcom.iutlan.univ-rennes1.fr\/cammorice\/wp-json\/wp\/v2\/tags?post=171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}