Pepsi announced its global LOVE IT. LIVE IT. FOOTBALL. campaign today, presumably in support of the 2018 World Cup, featuring stars such as Leo Messi, Toni Kroos, Carli Lloyd and Dele Alli. The players will be featured on limited-edition packaging and out-of-home placements, as well as digital content and a global TVC to be aired in more than 60 markets worldwide.
“Pepsi is known for bringing football’s most iconic heroes and hopefuls to the world in unexpected, entertaining ways, showing fans the never-seen-before sides of the players they love,” said Natalia Filippociants, senior marketing director, Global Pepsi Trademark, Global Beverage Group, PepsiCo. “What tightly links the football experience across our iconic brand, the players and our collective fans around the world is a love for the game. This year, we’ll love and live the game like never before in all we do.”
The campaign features the following players:
- Five-time best player of the year and four-time UEFA Champions League winner, Leo Messi
- World-renowned Brazilian defender and back to back UEFA Champions League winner, Marcelo
- Three-time UEFA Champions League winner and German midfielder, Toni Kroos
- US award-winning playmaker and two-time Women’s Best Player of the Year, Carli Lloyd
- English rising star and two-time Young Player of the Year, Dele Alli
The TVC features the footballers running around a city, firing off blue paint-filled footballs which splatter blue paint all over the players, surrounding architecture and laughing bystanders as they “paint the world blue”.
The footballers’ portraits featured in the OOH and product packaging consist of a series of black-and-white portraits captured by renowned photographer Danny Clinch. The artistic overlays behind the portraits were created by visual artists from each of the players’ respective home countries – Diego Jimenez (aka DIYE) from Argentina, Bicicleta Sem Freio from Brazil, Dennis Schuster (aka DXTR) from Germany, Kim Sielbeck from the US and Iain Macarthur from the UK designed their own graphic interpretations of each player’s story.