Last year we got our teeth into the world of Pepsi and their partnership the UEFA Champions League. There were two major spikes (alongside a host of other work supporting them) that saw us show that “Where There’s a Ball There’s a Way” and then launching the Pepsi Kick Off Show.
This year we got the show on the road with a brand-new campaign that tapped into the new structure for the UEFA Champions League which offers fans football three nights of the week – Tuesday, Wednesday, Thursday.
For fans that means there’s a habit required – and that’s where Pepsi comes in as a brand that encourages people to break with their habitual behaviours to seek and embrace convention-challenging behaviour.
All of that is why we found ourselves showing that, when it comes to mid-week entertainment, Football Always Wins.
Supporting the campaign we landed a tonne of global coverage for brand content that showed Pepsi ambassadors disrupting different traditional television formats – including gameshows, Telenovela and Wuxia shows. Football (and footballers coming out on top every time).
From there we worked with the wondrous Jack Grealish to create earned-first social content. Picking up on his “gameshow” appearance, we challenged Jack to a game of “What’s in the Box” to win his Pepsi (just as other celebs win a star in a show that we referenced in his content).
The coverage was top-class with over 500 pieces globally for the campaign. Highlights included a full-page in The Sun, Daily Mail, GOAL’s socials and a bucket-load of other pieces besides.
All of which saw 2025 off to a flying start. Meantime, here’s a little film to enjoy!
