Overview

We developed the European digital strategy and media toolkit for Pepsi Max’s first year of UEFA Champions League sponsorship.

ClientPepsiCo
SkillsCommunication Planning, Digital Strategy, Social Media Planning, All Agency Leadership, Local Country Leadership

Challenge

Pepsi Max needed to maximise the value of their sponsorship of the UEFA Champions League. They needed a communication strategy which brought their association with football to life in a way which was true to the brand. They also needed help in executing the campaign consistently across 18 different European countries.

Solution

The Pepsi Max brand proposition can be distilled to a single word – ‘Ingenius’. This led the campaign strategy to focus on moments of genius in the game of football, with the volley goal being identified as an ownable moment of genius, one which no other major football sponsors had focused on.

To drive excitement and engagement the campaign strategy was to also find an ingenius take on the volley goal itself. Volley 360 was the creative concept developed from the campaign strategy, a 360˚ football arena with 6 football cannons for players to make increasingly challenging volley goals.

In addition to the creative strategy, we developed a media toolkit which gave countries detailed guidance on how to deploy the campaign. This included clear media channel priorities, recommended investment levels and detailed information on how to build social posts and local influencer content.

Results

Over 40 million views across Europe.

Pepsi Max’s highest ever global social media campaign engagement rate.

The friction

Meticulous attention to detail in the media toolkit ensured flawless local market implementation and underpinned the exceptional campaign engagement rate.