The last week of February 2021 saw Pepsi Max team up with Lionel Messi, Paul Pogba, Jadon Sancho and Shanice van de Sanden to launch a campaign called ‘Fizz To Life’ which leverages its position as a men’s and women’s UEFA Champions League partner through a hero spot, a new anthem, plus TikTok challenge and a retail strand.
Spanning both 2021 tournaments, ‘Fizz to Life’ champion the product’s ‘fizz and energy’ and showcases the player endorsers’ footballing skills.
The lead film – which runs across TV and online platforms, stars with the opening of a can of Pepsi MAX which awakens images of the Barca, Man Utd, Borussia and Wolfsburg stars who proceed to display their footie tricks and flicks as they chase a fizzing can while leaping in and out of posters and magazines around the room.
The spot is set to a custom-created music track called ‘Rotate’ by Becky G and the two-time Grammy nominated Burna Boy.
As well as the hero spot, the anthem acts as the soundtrack for several other strands of the activation across multiple digital and social platforms which enable fans to interact with stars and a branded football challenge in the form of a TikTok Duet.
The campaign also includes limited-edition packaging: with the design integrating bold graphics rooted in music culture and featuring the four players. The on-pack activation strand also includes an augmented reality experience accessed through a QR code on pack. After scanning the code, consumers are able to play an interactive game with their favourite players and to share their own high scores to Instagram Stories.
Comment:
It was on 1 December 2020 that PepsiCo, a partner since 2015, agreed to a new three-year UEFA Champions League sponsorship deal for the 2021–24 cycle: an announcement which came just months after the food & beverage giant unveiled a new multi-year partnership with UEFA women’s football.
Other recent PepsiCo brand UEFA Champions League activations include snack division Lay’s ‘Apartment Arena’ (which debuted earlier in February and runs under its ongoing #LaysUnited platform).
Links:
Pepsi
UEFA Champions League
https://www.uefa.com/uefachampionsleague/
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