Pepsi is uniting soccer fans around the world with its latest global campaign.
Pepsi’s international campaign is getting a star-studded boost from four famous soccer players: Lionel Messi, Paul Pogba, Mo Salah, and Raheem Sterling. The players are starring in Pepsi’s new 60-second ad, “Play Never Stops”, which will run in eighty countries. To promote the commercial, Pepsi also had the players take part in a behind-the-scenes #PepsiCanBalance challenge where they were filmed balancing Pepsi cans on shifty surfaces. In addition to airing the behind-the-scenes clips, Pepsi has rolled out the promotion on social media, where followers are encouraged to post their own challenges using the branded hashtag. Pepsi runs an explicit Pepsi Football account where it heavily promotes the challenge, by doing this the brand is able to maximize it’s influencer partnerships according to a Gartner report.
The soccer campaign rollout coincides with the UEFA Champions League Tournament, a Pepsi-sponsored event. The brand has developed multi-element tactics to promote not only the tournament, but soccer in general. In addition to the social media challenge and commercials, Pepsi put QR codes on limited-edition packaging for Pepsi Black and Pepsi MAX cans. When scanned, the QR codes unlock an augmented reality experience where the four soccer players play a game of “keepie uppie”, where players balance a soccer ball in the air for the longest amount of time—with users able to post results from the experience on their Instagram stories.
Pepsi is using a variety of platforms and initiatives to put a spotlight on the brand’s core products and interests—and with its star-studded push, soccer fans from around the world could be united through the brand’s all-embracing marketing campaign.