An action-packed, football-themed trailer from Pepsi MAX featuring regular ambassadors Leo Messi, Paul Pogba and Ronaldinho activates the soft drink’s UEFA partnership and accelerates its 2022 FIFA Men’s World Cup ambush activity
The trailer teases the launch of the ‘Nutmeg Royale’ film which runs under the ‘Thirsty For More’ brand platform – a new wave of international creative bringing to life a new Pepsi MAX brand philosophy that will shape its future marketing based upon ‘celebrating an everlasting thirst for fun, exciting and unexpected outcomes’.
The work places football’s craftiest and cheekiest move at its core in an epic trailer highlighting the thrill of the skill and the unexpected possibilities that occur when some of the world’s top players come together. Messi, Ronaldinho and Pogba show how a nutmeg needs confidence, skill and timing: a fusion of classic technique with freestyler swag executed by the game’s risk-takers.
The teaser spot, which dropped on 6 October across TV, digital and social platforms, also features the 2002 Pepsi MAX football strip: a retro styled kit which aims to act as a nod to the brand’s long support for soccer culture.
The teaser was followed seven days later on 13 October by the launch of the full film.
‘Nutmeg Royale’ is the first in a series of football-themed Autumn ads, marketing initiatives and ‘exciting, unmissable drops’ from Pepsi MAX and the creative encourages fans to join the brand-linked conversation online by following #THIRSTYFORMORE, #PepsiNutmeg and @PepsiGlobal.
“At Pepsi MAX, our brand DNA has always been fuelled by youth culture – whether that’s being at the forefront of product innovation or tapping into what moves culture to shape our epic entertainment experiences,” outlined Pepsi MAX Senior Director Of Global Marketing Gustavo Reyna. “’Thirsty for More’ is our commitment to celebrating the never-ending desire of those who challenge the expected and want to have fun, while driving deeper connections with our consumers through a shared passion for things like football and music, unique experiences and of course, the best tasting cola.”
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This work introduces Pepsi MAX’s new creative ‘north star’: one which, according to the brand, will shape all future international programs.
According to the brand’s marketing team, the platform was developed for and inspired by ‘Generation Thirsty’ – a young tribe of individuals with a curious mindset – and it will celebrate and reward those who pursue their curiosity to experience the exciting and unexpected. Work running under the platform will span traditional advertising, non-traditional marketing, plus experiences and content across product, passions, and purpose with a focus on entertainment, music and football.
Other markets which have already launched local campaigns under ‘Thirsty For More’ have included Egypt (which in late 2021 rolled out an ad campaign and 3D OOH stunt fronted by Egyptian football star Mohamed Salah) and Latin America (which rolled out a March 2022 initiative championing the region’s rich food heritage)
The latest football work follows on from Pepsi MAX’s ‘Play To Inspire’ platform which rolled out earlier in 2022.
Pepsi has an extensive official rights sponsorship stable in the soccer space (led by its UEFA tie-up and impressive player ambassador stable) and this latest work is essentially an endorser led ambush campaign to combat fierce rival Coca-Cola’s official FIFA World Cup partner status.
The Atlanta-headquartered brand has had a FIFA World Cup presence since 1950, began a formal association with world football’s governing body in 1974 and in 1978 became an official sponsor of the FIFA World Cup. Since 2006, Coca-Cola has ‘exclusively activated the FIFA World Cup Trophy Tour’ and its own Qatar 2022 ‘Believing In Magic’ campaign kicked off at the start of September.
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