Pepsi Sparks Global Passion Moments with Football Push

To support its UEFA Champions League partnership, Pepsi has launched a global football campaign set to run in nearly 75 countries.

Currently in the second year of its UEFA Champions League partnership, the new football campaign by Pepsi is the first iteration of the brand’s global Moments platform coming to life across its iconic trademark, with increased priority on the beverage company’s zero calorie offerings.

Enlisting the help of all-star athletes in the lead up to the Final on 3 June in Cardiff, Wales, the marque has named Sergio Agüero, Alexis Sánchez, and Vincent Kompany to its 2017 global roster. Through an anthem film titled We Know How Much It Means, the focus remains on its fans.

Pepsi is using the effort to illustrate how moments of passion are as relevant to a local kick-about in a park among friends as they are to the glorious stadiums around the world. The content-rich push will run in nearly 75 countries to spread fan passion from the knock-out rounds to the Final.

Pepsi launches 'Show How Much it Means' football campaign worldwide.
Pepsi launches ‘Show How Much it Means’ football campaign worldwide.

A disruptive design programme is set to appear across packaging as well as out-of-home and in-store executions for the brand’s full trademark of blue, black, and silver offerings. The tie-up will drive unique online content with various creators globally for engagement that is truly authentic.

Meanwhile, always-on exclusive content and shareable social media creative will be amplified by a global alliance with Copa90 and Bleacher Report. Said content will live on Facebook, Instagram Stories, and Snapchat. Also, a ticket giveaway targeting super fans is also part of the campaign.

“This year, we’re taking our global football campaign from the pitch to the stands to celebrate the contagious passion that comes to life in the fans around us, showing the world how much it means to live and love the game,” said Brad Jakeman, President, Global Beverage Group of PepsiCo.