s, Britvic Soft Drinks and PepsiCo UK, have announced a new football campaign for leading cola brand, Pepsi Max.Running until the end of June, Pepsi Max football will be supported by a multi-million pound ATL plan and new TV advert that celebrates football and music proving that “now is what you make it.”
The TV advert will be supported by a full digital and in-store campaign ensuring that Pepsi Max is kept front of mind for shoppers.
The “now” creative is set to air in nearly 100 countries and features the 2014 Pepsi Max all-star football line up of Robin van Persie, David Luiz, Sergio Ramos, Sergio Agüero, Jack Wilshere and four-time player of the year, Leo Messi.
The advert fuses the world of football and music as singer / songwriter Janelle Monáe performs a fresh take of David Bowie’s iconic classic, “Heroes”.
Kicking off in April, the football activity includes a selection of players which will be featured on limited edition Pepsi Max packs to build on the brand’s long standing relationship with the beautiful game in the run up to this summer’s much anticipated football event.
Promoting Pepsi’s ‘Live for Now’ ethos, the 2014 Pepsi Max Football campaign inspires its audience with exciting products, content and experiences – bringing them closer than ever to the game they love.
In-store activation aims to engage shoppers with bold display solutions ensuring maximum exposure for the Pepsi Max Football campaign.
In addition, shoppers can unlock Pepsi video content through Blippar via promotional packs of Pepsi as well as playing an augmented reality football game.
The 2014 Pepsi Max Football campaign enables retailers to build excitement in the run-up to the summer of football and make the most of targeting social occasions that sporting events such as the culmination of the Premier League, the FA Cup and the Championships League finals encourage, as well as other key spring moments such as Easter and the May bank holidays.
Jonathan Gatward, GB marketing director at Britvic, said:
“Pepsi Max has a successful history of driving growth through events and the 2014 Pepsi Max Football campaign looks set to be another great sales opportunity for retailers.
“Using an extraordinary line-up of players as well as interactive and experiential components, our latest campaign helps fans get involved in the run-up to the biggest event in the football calendar, we’re confident this activity with be a hit with consumers.
“Pepsi Max has added £5m to the impulse category in the last 12 months and is growing eight times faster than the cola category in impulse.
“By aligning the brand with the football occasion and bringing the best players in the world to our retailers’ stores, we’re confident that we’ll continue to cement the brand’s relevancy amongst target consumers, in turn driving both brand and category growth.”
