To support an ongoing partnership with the Union of European Football Associations Champions League, Pepsi has recruited some of the world’s best soccer players to star in a new advertising campaign highlighting “the brand sparkle”.
“This is the seventh year that PepsiCo has had a relationship with UEFA,” said Esperanza Teasdale, vice president and general manager of PepsiCo’s Hispanic business unit. And for its latest support campaign, the company made it a mission to “celebrate the energy and passion of the game with the greatest players,” she said.
There is no shortage of athletic talent in the “Fizz to Life” campaign, which was announced today in the United States. Lending the star power to the creatives are football “GOAT” Lionel Messi; reigning FIFA World Cup champion Paul Pogba; UEFA Women’s Championship League winner Shanice van de Sanden; and Borussia Dortmund phenomenon Jadon Sancho.
Van de Sanden, who currently plays for a German Bundesliga team, is the very first player to feature in Pepsi’s UEFA-centric ad, Teasdale confirms.
The football-focused campaign will be anchored in a new national television ad titled “Music Keeps Us Sparkling”. Cut into English and Spanish versions, the commercial for agency AMV BBDO and directed by Raine Allen-Miller of Somesuch is set to “Rotate,” an original song commissioned by the brand from pop star Becky G and nominated artist. at the Grammy Awards Burna Boy.