Pepsi campaign links football and food culture

Pepsi has launched a football-themed campaign featuring David Beckham, Guillermo “Memo” Ochoa, Christian Pulisic and Vini Jr. as the brand looks to connect matchday viewing with food and drink occasions.

Titled Soccer Deserves Pepsi, the campaign promotes Pepsi Zero Sugar and positions Pepsi as part of the football viewing experience ahead of the UEFA Champions League final.

Campaign centres on matchday food culture

Created with BBDO, Copa90 and The PepsiCo Studio, the campaign highlights the role of food in how fans gather to watch football, from family meals to matchday snacks.

National commercials debuted online ahead of their television rollout tied to the UEFA Champions League final.

Guillermo “Memo” Ochoa, professional football player and Mexican national team goalkeeper: “To me, match days are so much more than fútbol. It's la comida, la familia, everyone packed around the TV. Back home in México, it's tacos on the table, el partido on full blast, and Pepsi Zero Sugar making every bite taste even better.”

Christian Pulisic, global football player and U.S. Men’s National Team attacker: “As a player, I'm always locked in on the match, but for fans watching around the world, it's about everyone coming together – that's what makes the occasion so special. When you have great food, great company, and cold Pepsi Zero Sugar leveling up your match day spread, the experience is anything but flat.”

Pepsi expands campaign across retail and digital

The campaign includes limited-edition packaging across Pepsi Zero Sugar, Pepsi and Diet Pepsi products available in stores nationwide.

Pepsi is also launching a branded DoorDash destination featuring digital offers tied to football viewing occasions.

Retail advertising featuring Vini Jr., Memo Ochoa and Christian Pulisic will appear in stores, while consumers can also enter a competition through July for a chance to win football viewing-themed prizes including a projector, grill and patio set.

COPA90 series explores football traditions

Later this summer, Pepsi and Copa90 will launch The Sauce, a content series exploring the relationship between football and food traditions across cities in the United States.

Gustavo Reyna, Vice President of Marketing, Pepsi: “On match day, the food you serve matters just as much as the game itself – and Pepsi Zero Sugar is the cola that brings out the best in every bite and moment. We're excited to team up with some of soccer's biggest stars to show that Pepsi belongs wherever great food is being enjoyed.”

Alongside Pepsi Zero Sugar, the campaign also highlights products including Pepsi Prebiotic Cola, Pepsi Zero Sugar Wild Cherry and Pepsi Wild Cherry & Cream.

www.pepsico.com

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