Pepsi has named South Korean footballer, Son Heung-Min as its new brand ambassador, according to the brand in a statement on Instagram. Son is a professional footballer who plays for both Premier League club Tottenham Hotspur and the South Korea national team.
Son will be kick-starting Pepsi’s new partnership with EA SPORTS FC 24 which will allow consumers to redeem a code on the inside of select EA SPORTS FC labelled bottles in order to redeem EA SPORTS items in-game.
Pepsi announced the appointment with a picture of Son at the EA SPORTS FC 24 early access event in London. In the picture, he is holding up the iconic Pepsi jersey.
Son reportedly said that as a gaming fan, he is honoured to be part of this collaboration with EA SPORTS FC and Pepsi. he added that the brand's commitment to bringing joy, energy, and excitement into people's lives also resonates deeply with him and that he sees strong synergies between the brand and himself.
Son also took to his personal page to feature his addition to the EA SPORTS FC 24 team. The post included pictures of the star posing alongside the EA SPORTS logo.
The appointment comes months after Pepsi unveiled its new logo and visual identity which makes it the first update of the Pepsi globe logo in 14 years. Rolling out the new look in North America later this year, in time for the brand's 125th anniversary, Pepsi will be introducing it to the rest of the world in 2024.
According to Pepsi, the new logo and visual identity pay homage to the brand's heritage while being forward-looking in terms of sustainability. Reminiscent of the 1990s version of the logo, which according to Pepsi’s chief marketing officer, Todd Kaplan, has made an impression with consumers and stuck, the new logo is modernised and bolder with a different font and font colour as well as a new border. The previous font had a lower-case Pepsi sitting shyly next to the globe with a pastel blue background.
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