In support of an ongoing partnership with the Union of European Football Associations Champions League, Pepsi has enlisted some of the world’s best soccer players to star in a new ad campaign that highlights “the fizz of the brand.”
“This is the seventh year that PepsiCo has a relationship with UEFA,” says Esperanza Teasdale, VP and general manager of PepsiCo’s Hispanic Business Unit. And for its newest supporting campaign, the company set out on a mission of “celebrating the energy and passion of the game with the biggest players,” she says.
There’s no shortage of athletic talent in the “Fizz to Life” campaign, which was announced today in the U.S. Lending star power to the creative are soccer “GOAT” Lionel Messi; reigning FIFA World Cup champ Paul Pogba; UEFA Women’s Championship League winner Shanice van de Sanden; and Borussia Dortmund phenom Jadon Sancho.
Van de Sanden, who currently plays for a team in the German Bundesliga, is the first-ever female player featured in Pepsi’s UEFA-centric advertising, Teasdale confirms.
The soccer-focused campaign will be anchored by a new national TV commercial titled “Music Keeps Us Fizzing.” Cut in both English- and Spanish-language versions, the ad from agency AMV BBDO and directed by Somesuch’s Raine Allen-Miller is set to “Rotate,” an original song commissioned by the brand from pop star Becky G and Grammy-nominated artist Burna Boy.