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Vini - Photoshoot

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.

Pepsi X Art of Football Photoshoot

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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Lionel Messi is joined by Paul Pogba and Brazilian legend Ronaldinho as trio star in Pepsi trailer for new campaign ahead of the Qatar World Cup - Daily Mail

Ad Week Coverage Clipping - Pepsi AOF.jpg

Pepsi Relaunches International Strategy With Star-Studded Soccer Spot
- Ad Week

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Asda’s cheeky checkouts, Pepsi’s Nutmeg Royale, Candy Crush entrepreneurs – Campaigns round-up - PRWeek

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PSG star Lionel Messi and Brazilian legend Ronaldinho link up in new Pepsi advert
- Sport Bible

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Messi, Pogba & Ronaldinho Feature In Pepsi's New 'Nutmeg Royale' Ad
- Soccerbible

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Pepsi Launches a Limited Edition Nutmeg Cola for the World Cup
- Trend Hunter

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