“If you like it, it’s never a waste.”

It is the message that launches Pepsi In his new campaign, with which he invites consumers to enjoy what they love, which makes them feel good and to celebrate experiences without complexes. He does it as part of its global platform “Thirsty for more” (Be more), and by the former football player David Beckham.

The campaign, devised by the Springtime agency, converts everyday hobbies to windows of opportunity to claim The pleasure of little things above the expectations of others. In this way, the brand encourages to enjoy without regrets of daily moments, personal passions or improvised decisions.

Thus, the spot presents fun scenes with friends, dancing in a concert, singing in a karaoke, or taking an unexpected direction by car, projected as moments that make life more fun. “Invest your time, money, tastes, talent, training, food or celebrations, is never a waste”, Explain the copies of creativity. Beckham closes the piece by riding a motorcycle and going to the road on a plane that evokes the persecution of those moments.

“In a world that may seem more and more negative, toxic and loaded with judgments, the small moments of enjoyment matter more than ever”, Commented Cathy Graham Kidd, senior director of Global Brand Marketing of Pepsico, through LinkedIn.”This perception, and the celebration of our own personal touch in enjoyment, whatever, is in the heart of this Pepsi campaign ”.
He also explained that the choice of the British star responds to its image of icon and its lifestyle, which resonates with the message of the brand.

The campaign is of international scope, but will be activated first in the United Kingdom on May 1 with its television execution, according to the aforementioned Little Black Book. Among other activations, the brand It will display blue carpets In different locations of the country, such as Liverpool or Cardiff, in which it will encourage street people to show their style without complexes.
In addition, it will start “Thirsty for more challenge”, Offering the opportunity to take advantage of the moment and do something they have always wanted, but they have never dared to do.

Pepsi and David Beckham

The campaign marks a new chapter in the relationship between the brand and the former British foutbolist, which dates back to early century. In 2002, for example, Beckham starred in the campaign “Sumo” on the occasion of the World Cup and Japan. Designed by CLM BBDO, the action put the English star and other players of the moment, such as Raúl, Buffon or Roberto Carlos, to take a match against Sumo fighters.

A year later, Beckham starred in a Pepsi action in “Wild West”. From the hand, also, from CLM BBDO, the brand faced Real Madrid’s squad against Manchester in a soy of penalties. With the particularity that this was inspired by the gunpowder and hats of the distant west.

In 2004, Pepsi deployed a great advertising effort for Portugal Eurocup. As part of the “Dare For More” campaign, he launched “Football Warriors”an action that put Beckham at the head of the Roman defense of a town, to protect the drinks of barbarian invaders.

“It is always a pleasure to work with Pepsi”, Said David Beckham, as reported Little Black Book. “We have been creating campaigns together for more than 20 years and we have produced many excellent jobs during this time. I really enjoyed this last campaign and I am excited about what is yet to come“