Painting the world blue: Pepsi loves and lives football with global 2018 campaign
Throughout history Pepsi has brought joy to each generation, connecting fans with the entertainment that has made the brand an icon in pop culture. With the world’s most popular sport in the hearts and minds of people more than ever, today Pepsi announces its global 2018 “LOVE IT. LIVE IT. FOOTBALL.” campaign. From shareworthy content with the game’s famed players to unexpected football moments and experiences, there will be more to love and live from Pepsi throughout the year.
“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 rich, 360-degree 2018 “LOVE IT. LIVE IT. FOOTBALL.” campaign connects art and sport to bring the beautiful game to life – on and off the pitch – with a unique, highly sharable and joy-evoking take on the sport and our world-class lineup of global footballers: • 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 Across the Pepsi trademark, the distinctive art aesthetic links and animates all elements – from the limited-edition player packaging and arresting out of home that is more art than billboard, to thumbstopping digital content and a • • highly-anticipated blockbuster TV commercial to be aired in more than 60 markets worldwide. off their skill and agility as they race through the bustling crowd to dodge paintballscoming from every direction. The energy and excitement is palpable as more people decide to live for the moment, join the game and cheer on the players.
Walls, windows and people get splattered from head to toe in paint. With an unexpected twist on the game and an invitation for everyone to play, Pepsi once again brings fans a whole new way to experience the game they love. “Light it Up (feat. Nyla & Fuse ODG) (Remix)” by Major Lazer provides the soundtrack pulse. king of the pitch who carries a great legacy.
Marcelo x Danny Clinch x Bicicleta: Energy and impact in the artwork from this artistic duo is parallel to Marcelo’s heart and soul, with various story elements speaking to Marcelo’s interests, his hometown and resilient dedication to family and football.
Kroos x Danny Clinch x DXTR: Playful illustrations portray Kroos as the “maestro” – a precise leader on the pitch orchestrating masterful play with incredible finesse.
Lloyd x Danny Clinch x Kim Sielbeck: Lloyd’s duality on and off the pitch –aggressive and relentless, but a player with great humility – is illustrated by Sielbeck with a mixture of rigid and organic elements forming a wild landscape of complex emotions and depth, with the strongest of wills to succeed at the heart.
Dele x Danny Clinch x Iain: With Dele’s high sense for fashion, shapes and patterns create movement with all things flowing to Dele, conveying his unpredictable, yet masterful and daring personality and play style.
Throughout the year Pepsi will be releasing additional disruptive content and experiences that enable fans to truly love and live the game, including:
Personal conversations with the players
Content from the definitive media brand for football and fan culture, COPA90
UEFA Champions League Final access and entertainment
Join the conversation online with Pepsi and #LOVEITLIVEIT.