By Barry Janoff
April 3, 2014: Pepsi this week unveils several major elements in a global campaign playing off the upcoming FIFA World Cup, not by coincidence the same week that rival Coca-Cola is unveiling what it called "the largest marketing program in the history of the company" to support its role as an official FIFA partner.
The new elements of the Pepsi push, part of an umbrella campaign that launched in January, focus around an extended TV spot, "Now Is What You Make It," which features the beverage brand's heaviest soccer marketing endorsers, led by Lionel Messi, Robin van Persie, David Luiz, Sergio Ramos, Sergio Agüero and Jack Wilshere.
The effort plays out to a cover version of David Bowie's "Heroes" as performed by multi-Grammy winner Janelle Monáe.
"We have a long history of working with the world’s best football talent to create stunning creative that sparks conversations and creates indelible moments that engage and excite football fans all over the world," Kristin Patrick, Pepsi global CMO for the PepsiCo Global Beverage Group," said in a statement. “We were inspired by the power and unity that sports and music bring to the world. Our content plan to capture this spirit celebrates the creative passion of footballers with music and how both of these awesome forces inspire us to 'Live For Now.'"
The TV spot follows a young fan named Stony as he makes his way through the streets of Rio de Janeiro en route to a World Cup match. Along the way, he encounters Messi and the other Pepsi soccer spokesman as attracts a growing crowd of people, who get into the soccer mood via Monáe's song. (See the full spot here.)
An extended online version of the spot enables visitors to unlock 11 additional scenes and also create their own virtual experience on the streets of Rio de Janeiro. The interactive version includes U.S. soccer star Clint Dempsey as well as vignettes with Messi and the other soccer players, a soccer ball signed by Ramos that fans can personalize and share and a longer Janelle Moná performance of “Heroes."
It also links to “The Art of Football,” a documentary trailer that looks at a World Cup-inspired Pepsi art collection that combines street art, photography and soccer. (See the spot here.)
Pepsi said that the "Now Is What You Make It" spot would air in more than 100 countries in 30- and 60-second versions.
Monáe's version of “Heroes” is available on iTunes.
Pepsi sibling Lay's is holding up its end of the World Cup push via a global campaign starring Messi that includes his image on millions of Lay's packages as part of a multi-dimensional effort that includes TV, out-of-home, digital and POP.
The TV ad sees Messi carrying a bag of Lay's and taking selfies with fans. (See the spot here.) Messi will also appear in a Lay’s Deep Ridged potato chips commercial in select markets where the new product is available.
PepsiCo said the Lay's campaign would run in more than 60 countries. The effort will continue to ramp up as the World Cup approaches in June-July.
According to Lorraine Chow Hansen, president, PepsiCo Global Snacks Group, “We are proud to deliver the first-ever global equity integrated marketing campaign for Lay’s using the universally beloved game of football as our backdrop."
In it's role as an official World Cup partner, Coke said it would invite the world to "celebrate football as a force for social good" via its “The World’s Cup” campaign, which encompasses TV, print, radio, iTunes, out-of-home, POP, Internet, social media and an extensive element that will create "unrivalled access, participation, empowerment and conversation" among fans and consumers.
The effort is anchored by a TV spot, "One World. One Game. Everyone's Invited," that launched this week and follows the story of four local soccer teams from around the world that have "overcome life’s challenges through their love of the game." The reward for their perseverance is a trip to Brazil to watch the World Cup in person this June-July, thanks to Coke.
Coca-Cola Invites The World To Participate In FIFA World Cup Campaign
Back to World Cup 2014
Back to Home Page