Building on its heritage of football-focused marketing, Pepsi has launched a integrated campaign introducing its new player ambassador squad with an initiative called ‘Pepsi Blue Card’.
At the heart of the creative is a 90-second global TV spot that follows a narrative featuring two everyday delivery men getting the surprise of a lifetime – a Pepsi #BlueCard Moment – in the form of a pick-up game with a team of international stars.
The campaign promotes both Pepsi and Pepsi Max and the player 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).
This is the spearhead of a new, wider ‘Pepsi Blue Card (a forward-looking, all-go, positive initiative, as opposed to the negative red and yellow cards of football)’ campaign that will evolve over the next six months across TV, traditional, digital and social platforms, with outdoor, point-of-sale and experiential work.
This campaign comes complete with a complementary app available for free download through the Apple App and Google Play stores from 23 February.
It will also form the core of the drinks’ giant’s activation of its UEFA Champions League official sponsorship rights in the lead-up to the tournament’s final – the most watched annual sporting event across the globe.
A wonderful stage for tonight's game… #UCL #MAXfootball pic.twitter.com/VSs5xg0P6G
— Champions League (@ChampionsLeague) February 24, 2016
#johnnyvoltik #pepsi#maxfootball#musiclife
Congratulations nephew #winning #major https://t.co/cwYrjfGs2U— HAWK POWERZ (@originow) February 25, 2016
‘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,’ explains Carla Hassan, SVP, Global Brand Management at PepsiCo Global Beverage Group.
’I am excited to be partnering with Pepsi once again, and thrilled to have been selected as a member of the 2016 global team of footballers. I am looking forward to teaming up with Vincent, James, Alexis and David throughout the year to bring fun, unexpected opportunities to football fans around the world,’ adds Sergio Agüero
‘It’s an honour to partner with Pepsi once again. This campaign is all about fun and a little bit of craziness that you can add to a moment. When you take out the Pepsi Blue Card everything changes. I think we all need that in our days,’ comments Vincent Kompany.
Comment
As yet the creative doesn’t have the compelling creative or innovative gimmicks like last season’s drone football activation strand
but this football-themed campaign does include football-inspired emojis
Pepsi Max recruits top footballers for #MaxFootball emoji marketing campaign https://t.co/eGYxUvBXYU via @TheDrum pic.twitter.com/uuwGim7CcL
— MSBA (@goMSBA) February 23, 2016
and it is part of the brand’s wider new emoji-led initiative that is rolling out globally.
This ‘PepsiMojis’ digital and packaging engagement programme, which spans 100 markets and the entire Pepsi trademark family, aims to replicate the success of Coca-Cola’s ‘Share A Coke’ name-based packaging led promotion and targets the world’s two billion smartphone users (who currently send 6 billion emojis each day).
Pepsi is supporting the initiative with digital and traditional advertising around the world, as well as through its sports sponsorships and creative and entertainment partnerships.
The emoji campaign was first trialled in Canada last year.
Links
Pepsi YouTube:
http://www.youtube.com/subscription_center?add_user=pepsi
Pepsi Website:
http://www.Pepsi.com
Pepsi Twitter:
Pepsi Facebook:
Pepsi Instagram:
http://www.Instagram.com/Pepsi
UEFA Champions League:
