Pepsi & Coke Launch World Cup Offerings
Pepsi Max has premiered its latest TV commercial for the brand’s 2014 football campaign, with Coca-Cola – an official sponsor of the FIFA World Cup – also unveiling their ad.
Watch them both at Sport Industry TV, click here for Pepsi, here for Coca-Cola, and let us know which one is your favourite at @SportIndustry.
Following the release of Nike’s new football ad on Tuesday, Coca-Cola and Pepsi both unveiled their own tributes this week, ahead of the 2014 World Cup, which kicks off 12th June.
In a busy week for football campaigns, adidas also revealed their latest extension of brazuca, Around The World, with the introduction of “brazucam”.
According to Coca-Cola, its marketing program around the 2014 World Cup is the largest in its history, themed The World’s Cup to celebrate the sport as a force for social good.
The two-minute launch spot, by Wieden + Kennedy São Paulo, tells the story of football teams in Otsuchi, Japan, Eastern Europe, the Amazon and Ramallah, Palestine–four places where the sport had helped people overcome tension and hardship.
That ad is supported by a range of other content, including documentary-style short films themed Where Will Happiness Strike Next, with subjects ranging from a blind team in Brazil to a group of grandmothers in South Africa, as well as an original musical anthem and a FIFA World Cup Trophy tour.
Joseph Tripodi, evp and chief marketing and commercial officer for Coca-Cola, said in a statement: ‘Just as Brasil is everyone’s country and Coca-Cola is everyone’s drink, the FIFA World Cup is everyone’s cup. Through ‘The World’s Cup,’ Coca-Cola wants to celebrate real people playing football, demonstrating how the game is a force for a more inclusive and connected world.’
Meanwhile, Pepsi’s campaign will also include a number of add-ons, including a new series of shorts. The “NOW” creative will air in nearly 100 countries, starring the 2014 Pepsi MAX all-star football lineup – Robin van Persie, David Luiz, Sergio Ramos, Sergio Agüero, Jack Wilshere and four-time player of the year, Leo Messi.
The spot blends the world of football and music through singer Janelle Monáe, who performs a fresh take of David Bowie’s iconic classic, “Heroes”.
Kristin Patrick, Pepsi global chief marketing officer, PepsiCo Global Beverage Group said: ‘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.’
‘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. This year, we are giving fans a totally unique and immersive experience of their own – a personalized journey that combines iconic music, our stellar roster of football talent and the ability to create your own NOW – uniting Pepsi fans around the world in a celebration of sport, music, art and everyday moments.’
Adding an interactive dimension to its campaign, Pepsi MAX is also bringing interactive gaming to every Pepsi Max pack. Consumers can unlock exclusive Pepsi video content on their mobile phone and also play an augmented reality football game directly from the pack using the free Blippar app.
