Pepsi MAX illuminated the White Cliffs of Dover with a celebratory ‘It’s Home’ message of national pride to mark England’s victory in the UEFA Women’s EURO 2022 squad.
The soft drink’s unmissable projection onto the iconic cliff edge was also echoed in the hometowns of the victorious players including team captain and midfielder Leah Williamson (Milton Keynes), forward Nikita Parris (Liverpool) and defenders Millie Bright (Sheffield) and Lucy Bronze (Berwick upon Tweed).
The projections were then amplified via PR and by content across its digital and social platforms of the tournament primary partner to maximise reach.
The lightwork marked the closing phase of the PepsiCo owned brand’s tournament long ‘One Game’ activation programme which culminated in pre- and post-game content around the 31 July final.
The work leveraging the final followed on from a steady flow of in-tournament activations and reactive social content which ranged from its role as the official presenter of the ‘Final Show’ concert, to a limited edition on-pack release, to a Football4Refugees cause fundraising initiative with the UNHCR, plus at-stadiums initiatives, street teams, in-arena serving, giveaways and branding strands.
The all-female ‘Final Show’ line-up performed on the Pepsi Max Stage in a sold out Wembley Stadium immediately ahead of the Final and was spearheaded by BRIT award-winner Becky Hill with special guests Stefflon Don and Ultra Naté.
“It’s been an exciting few years for Pepsi MAX with our sponsorship of UEFA Women’s football. The atmosphere building up to the final has been unforgettable, and through multiple initiatives we’ve been determined to help build this momentum and take women’s football to new heights in 2022,” commented GB&I Pepsi MAX Marketing Director Georgina Meddows Smith. “We are immensely proud of our athletes today, and we will continue to prioritise shining a light on the star players, and helping elevate women’s football to the status it rightly deserves.”
The Pepsi MAX activation programme around Euro 2022 also included a web series called ‘Icons Unlocked’.
The first episode of the series starred three national players – Leah Williamson, Nikita Parris and Millie Bright – discussing their soccer journey from their first football memories to finally getting the ‘respect’ and ‘visibility’ the sport deserves as they open up about their lives on and off pitch with Elz the Witch.
The second episode saw footballer Chelcee Grimes talk to UEFA Women’s EURO Final Show presented by Pepsi MAX artists Becky Hill, Stefflon Don and Ultra Naté about the tournament, football and the success of the team.
Comment
Pepsi MAX unveiled its multi-year partnership with UEFA women’s football in 2020 with a strategy based around connecting people from all over the world through their shared passion for football and Pepsi. Bringing to life its belief in football as ‘One Game’ to be enjoyed by everyone without discrimination and with equal opportunities for all.
The brand is fully committed to the present and the future of women’s football and we will continue to use its creativity, influence and scale to champion women’s football domestically and globally.
As well as its Euro 2022 campaign, PepsiCo’s work nurturing and supporting women’s football includes a range of global initiatives leveraging other UEFA properties such as the UEFA Women’s Champions League, the UEFA Women’s Under-19 and Under-17 Championships, and the UEFA Women’s Futsal EURO, as well as UEFA’s Together #WePlayStrong program which aims to encouraging more girls and women to play football.
This is at least the third Euro 2022 campaign projection on to the White Cliffs of Dover following on from the likes of Nike’s ‘You’ve Never Seen England Like This’.
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