Pelé, David Beckham or Ronaldinho are some of the emblematic football figures that, over the last decades, have starred in advertisements of Pepsi Now, with a view to celebration of the Eurocup in July in Switzerland, he gives up the witness of his communication to those who are now “changing the game”, their global ambassadors Alexia Putellas, Lauren James, Caroline Graham Hansen, Farah Jefry and Leah Williamson.
Created by the Cop90 agency, the “refreshes the game” campaign proposes a retrospective of the Most memorable advertising and football moments of the last 50 years. The brand plates communication as a new celebration of football icons and players and players who are now defining sport.
It is also a reflection of Pepsi’s commitment to football played by women, its social and cultural impact, its legacy and its future. The brand renewed its Sponsorship with UEFA Women’s Football Last April, so that the relationship will extend until 2030.
“In Pepsi, we commit ourselves to boost women’s football, supporting those who challenge conventions to boost emotion and change. Together, taking advantage of the power of entertainment, we want to bring women’s football closer to new audiences, showing the innate talent and the joy it conveys”, Commented Núria Bombardó, director of drinking marketing in Pepsico Southwest of Europe, in a statement.
He also ensures that the brand has always strived to renew and reinvent the status quo, both through products and collaborations, and this campaign is a celebration.
Pepsi’s ads
The announcement refers to spot “Join The Pepsi Generation” (“Join the Pepsi generation”), released in 1974 with Pelé. Within the framework of the new campaign, the player and Alexia Putellas share scene.
“As a child, Pelé was an icon inside and outside the field, and his legacy continues to this day. I hope this campaign contributes to awakening that motivation in young athletes from around the world, showing them that there is a place in football for all”; Putellas commented in the Pepsi statement.
The campaign also alludes to “Surfers” (“Surfers”), launched in 2005 and starring Ronaldinho, Roberto Carlos or Raúl. On this occasion, it is Caroline Graham Hansen and Leah Williamson who also challenge gravity making passes fluently on the waves.
“I am very proud to be part of the campaign ‘refreshes Pepsi’s game and being with sport legends. It is a privilege to be part of something that unites generations and inspires the next generation of soccer players around the world”; Williamson commented.
Pepsi also remembers the ad “Wild West” (“Wild West”) of 2003, starring Real Madrid and Manchester United players at that time, among others, David Beckham. In the new spot it is Lauren James who intercepts the bottle and is measured before Farah Jefry.
“Sharing screen with legendary players from the past and the future is a dream come true”; Lauren James said.”Have the opportunity to appear in a Pepsi campaign with players who are redefining current football is being a memorable moment for me ”.
David Beckham It also appears in “Refresca the game” recreating, precisely, the announcement of 2003. The former player has recently starred in the “Thirty For More” spot (Be more), devised by the creative agency Springtime.
“We are witnessing a new generation of sport superstars, and it has been an honor to share the stage with them. The players of this campaign have been fundamental for women’s football to reach their current level ”Beckham said.
In addition to its global ambassadors, Pepsi will also have other players, such as Signe Bruun (Denmark), Nadine Riesen (Switzerland) or Tatiana Pinto (Portugal), who will also have participation in the campaign in their respective local markets.
