- New global TV commercial brings football and its star
players to the streets -
- Iconic photography x localized artwork tells a personal
story about the world's best players, including longtime Pepsi
ambassador Leo Messi -
PURCHASE, New York,
March 6, 2018 /PRNewswire/
-- #LOVEITLIVEIT – 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.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/7812852-pepsi-global-loveitliveit-football-campaign/
"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 line-up 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 thumb-stopping digital content and a
highly-anticipated blockbuster TV commercial to be aired in more
than 60 markets worldwide.
Cinematic TV Creative
Airing alongside the brand's
official UEFA Champions League partnership, the "Love It. Live
It." global TV commercial brings five of the world's best
players to the streets for an action-packed, high-energy kickabout
with fans – and paint-filled balls. The all-star global 2018 Pepsi
squad – Leo Messi, Marcelo,
Toni Kroos, Carli Lloyd and Dele Alli – show off their
skill and agility as they race through the bustling crowd to dodge
paintballs coming 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.
The Art of Football
From Messi's unstoppable presence
and reign over the pitch to Marcelo's tenacious playstyle, each
athlete has a unique attribute that Pepsi is bringing to life
through a series of bold, black & white portraits captured by
renowned lensman Danny
Clinch.
Clinch's photographs - which capture the spirit, character and
energy of each Pepsi teammate – act as the canvas for extremely
personal artistic overlays created by visual artists from the
athletes' home countries. Diego
Jimenez (aka DIYE) (Argentina), Bicicleta Sem Freio (Brazil), Dennis
Schuster (aka DXTR) (Germany), Kim
Sielbeck (US) and Iain
Macarthur (UK) designed their own graphic interpretations of
each player's story.
- Messi x Danny Clinch x DIYE:
DIYE created a visual metaphor, the Lion, to represent Messi on and
off the pitch: an explosive playmaker and the undisputed 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.
FOR MORE INFORMATION,
CONTACT:
Nicole.Tronolone@pepsico.com
About PepsiCo
PepsiCo (NASDAQ: PEP) products are
enjoyed by consumers one billion times a day in more than 200
countries and territories around the world. PepsiCo
generated approximately $63 billion in net revenue
in 2016, driven by a complementary food and beverage
portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and
Tropicana. PepsiCo's product portfolio includes a wide range of
enjoyable foods and beverages, including 22 brands that generate
more than $1 billion each in
estimated annual retail sales.
At the heart of PepsiCo is Performance with Purpose – our
fundamental belief that the success of our company is inextricably
linked to the sustainability of the world around us. We believe
that continuously improving the products we sell, operating
responsibly to protect our planet and empowering people around the
world is what enables PepsiCo to run a successful global company
that creates long-term value for society and our shareholders. For
more information, visit www.pepsico.com.