Continuing its long-standing football heritage, the brand has launched an integrated effort to introduce its new global roster
Pepsi has unveiled its global roster of all-star players for 2016. Uniting thrilling international talent from top global clubs, the team is expected to spark excitement throughout the year with a new integrated global advertising campaign dubbed Pepsi Blue Card.
The line-up includes Argentinian striker, Sergio Agüero (Manchester City); Colombian phenom, James Rodríguez (Real Madrid); Belgian team captain, Vincent Kompany (Manchester City); Chilean leading scorer, Alexis Sánchez (Arsenal); and Spanish goalkeeper great, David de Gea (Manchester United).
Anchored by a global television spot just released, the select squad is set to star across a variety of executions. To activate the push, an unsuspecting pair of delivery drivers will be pleasantly surprised when a pickup game featuring Pepsi’s elite league breaks out in an unexpected fashion.
The exercise includes a complementary app available for free download via the Apple App and Google Play stores beginning 23 February 2016. The push also entails digital, social media, outdoor, and point-of-sale elements slated to roll out in markets worldwide throughout the year.
The latest programme builds off an exciting win. The beverage giant’s flagship brands Pepsi, Gatorade, and Lay’s have partnered with the prestigious UEFA Champions League as an official sponsor. The Final is the most watched annual sporting event across the globe.
“The campaign was created to stop boredom in its tracks and unleash unexpected moments of fun. While the traditional red or yellow card might stop play, the Pepsi Blue Card signals that things are about to get exciting,” said Carla Hassan, SVP, Global Brand Management at PepsiCo Global Beverage Group.