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Pepsi x Art of Football
Watch the campaign video
The Brief
Pepsi knew the world would be talking about the “big football event” taking place in the Middle East throughout December 2022. As an iconic brand with a heritage in football entertainment, it was critical that Pepsi didn’t miss out on the action.
The Strategy
2022 was the 20 year anniversary of Pepsi’s iconic football jerseys, worn by the likes of David Beckham and Ronaldinho. With retro football shirts making a come back, we thought it was time to revive Pepsi’s legendary strip.
The Execution
We dropped an exclusive fashion collab with culture brand Art of Football (AOF), using Vinicius Jr. to front it. We created jerseys, bucket hats and shoulder bags that all took inspo from the original kit.
Reaction
Over 500+ pieces of earned media
5.5BN media impressions
100% of coverage included branded imagery
Action
AOF stock sold out within 24 hours
Buy-in from 5 markets, buying 2,300+ AOF units
Achieved 78% SOV against 7 official sponsors
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