NEW YORK, March 1, 2022 /PRNewswire/ — Today, Pepsi® unveils its annual global soccer campaign, building upon the brand’s continued premier partnership with the UEFA Champions League. “Play to Inspire” leads with a high-energy creative directed by Ernest Desumbila, Barcelona’s multi award-winning filmmaker, celebrating the changemakers driving soccer’s present and future – on and off the pitch. In true Pepsi style, the campaign features a world-class player line-up, an infectious music track, and members of the “Pepsi Collective,” a curated group of vibrant up-and-coming talent from around the globe.
Returning all-time GOAT and seven-time Ballon d’Or winner Lionel Messi and world champion Paul Pogba welcome two exciting additions to the Pepsi squad: Lucy Bronze, today’s most decorated English player, and Brazilian soccer legend Ronaldinho, who previously featured in iconic Pepsi ads in the early 2000s. Mexican International player Javier Hernandez, known affectionately to fans around the world as “Chicharito,” leads the charge bringing “Play to Inspire,” or “Juega para Inspirar,” to the U.S. market. Chicharito leads a series of consumer-forward activations including #EmailsByChicharito, where he rewards unapologetic fans by writing their “out-of-office” (OOO) emails so they can focus on the game of the day.
It wouldn’t be a Pepsi campaign without an attention-grabbing track as the brand continues to create innovative music on a global scale. This year, Pepsi partnered with hip-hop and R&B icon Montell Jordan for a refreshed take of his 90s classic, ‘This Is How We Do It.’ The reimagined song, ‘Mama I Made It (How We Do It),’ pairs artist Say Mo‘s vocals alongside Jordan and was produced exclusively for the Pepsi “Play to Inspire” campaign by Grammy-winning female duo Nova Wav and Sean Douglas.
“Play to Inspire” leverages its global scale to introduce the world to ambitious creatives with unique talent and inspiring stories, with purposeful intent to drive those with equal passion that anything is within reach. The “Pepsi Collective” members each play a role in the campaign and include:
– leading Mexican freestyle champion Paloma Pujol Mayo and trailblazing UK women’s grassroots coach Iqra Ismail alongside her team, Hilltop FC, starring in the creative;
– award-winning U.S. photographer Mel D Cole, who captured intimate portraits and striking behind-the-scenes photography on-set;
– forward-thinking fashion designer Nithsaya, who was enlisted to reimagine the iconic Pepsi soccer jersey; and
– Dubai-based graphic designer Dina Sami who created supporting bespoke graphics and visuals, including a striking mural that appears in the ad.
“There is always excitement for the UEFA Champions League at this time of year, and we’re tapping into that fervor to bring the beautiful game right to fans doorsteps with the “Play to Inspire,” or “Juega para Inspirar,” campaign,” said Esperanza Teasdale, Vice President and General Manager – PepsiCo. “From all-star global talent to up and comers, this campaign combines the global thrill and community-feel of the soccer experience to celebrate the sport and its fans. We’re thrilled to bring the buzz here stateside with ‘Chicharito’ and look forward to engaging fans all tournament long.”
Building upon its UEFA Champions League partnership, PepsiCo continues to advance its “Team of Champions” commitment, a $1 million investment over three years to improve access to soccer in underserved Black and Hispanic communities across the U.S.
Throughout the “Play to Inspire” campaign, the brand will look to inspire the next generation of soccer talent and cultural pioneers through the Pepsi athletes’ and Collective’s personal past, present and future stories and ambitions shared in a digital content series. With Pepsi also partnering with British fashion designer Liam Hodges to create a limited-edition capsule collection inspired by the brand’s rich soccer heritage and this year’s future-thinking campaign to go on sale in Spring 2022.
In the U.S., Pepsi will lean into consumers’ passion for the sport with executions across 35,000 retailers including 7- Eleven, Walmart, Circle K, Kroger and more. Pepsi is also elevating the consumer experience by releasing limited-edition packaging nationwide across 12oz cans, 20oz bottles and 12/15 blue packs.
Fans can join the conversation online with #PLAYTOINSPIRE, #JUEGAPARAINSPIRAR and #ESLOQUEQUIERO.
Athlete Supporting Statements:
Leo Messi: “It’s always great to be back with the Pepsi team. Pepsi is a brand that celebrates doing things in your own way, and that is something that has always resonated with me. This year is no different and I am personally inspired to share the message that it doesn’t matter who you are or where you are from or how crazy your dream is. You have to go after it with passion and dedication to achieve everything you want.”
Paul Pogba: “Every year these campaigns get bigger and better, and this year it’s all about inspiring the next generation and changemakers in the game – on and off the pitch. It was great to work with the passionate and inspired Pepsi Collective members.”
Lucy Bronze: “I’m so excited to be joining the Pepsi team and appearing alongside so many iconic players and inspiring people impacting the game. The energy on set was amazing, and I hope fans enjoy the campaign and its message to reach for the top.”
Ronaldinho: “I am so happy to be back in a Pepsi jersey again! I love that this campaign is all about inspiring the next generation of football talent and playing the passion forward.”
SOURCE PepsiCo
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