Pepsi Ramps Up Soccer Roster, Pogba Joins Messi In Multi-Platform Campaign
Thursday, February 20, 2020 at 08:56PM NYSJ Sports-Entertainment Business News Service
February 20, 2020: Leo Messi, Mohamed Salah, Paul Pogba and Raheem Sterling playing on one team would be pretty awesome, which is exactly what Pepsi felt when it signed Pogba and Sterling to join brand spokesmen Messi and Salah for the new iteration of “For The Love Of It.”
The global, multi-platform umbrella campaign is anchored by a new spot, “Play Never Stops,” in which the four stars go all-out for the last can of Pepsi.
Pepsi is premiering its 2020 international football campaign in celebration of its ongoing partnership with the UEFA Champions League.
The campaign will be activated in more than 80 countries worldwide.
“We've taken some of the best football players, incorporated their cultural influences off the pitch, and put them in unconventional situations with unexpected twists and turns, with plenty of laughter and swagger,” Natalia Filippociants, vp-marketing, global beverages for PepsiCo, said via the company.
“We are so excited to be launching this lively and upbeat campaign. Our aim was to play with the energy of the ad and to entertain people, rather than show people being entertained. Hopefully, our fans will enjoy these 'Play Never Stops' stories as much as we enjoyed making them!"
The international campaign includes digital and social media, OOH and POS across Pepsi and Pepsi Black (also known as Pepsi MAX in select markets around the world).
Limited-edition packaging, which features all four players across Pepsi and Pepsi Black/MAX cans, offers an interactive experience through QR codes found on select product.
Codes unlock the opportunity to interact with mini-augmented reality versions of Messi, Salah, Pogba, and Sterling, play a “keepie-uppie game” and share their scores to Instagram Stories.
“Play Never Stops” plays out to the song "Presidente," by artist/producer WOST featuring singer Ginette Claudette.
"It was a privilege to work with such superstar players on this year's Pepsi football ad," Henry Scholfield, the ad’s director, said via Pepsi.
“Each delivered an excellently accentuated version of their off-the-pitch personality to the spot, as naturally and skillfully as they would on the field. Pepsi, our creative team, and all of our post-production partners were awesome collaborators to work with.”
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