Pepsi introduced the new global “Play to Inspire” campaign to activate its iconic relationship with the Champions League. It was directed by award-winning Spanish filmmaker Ernest Desumbila.
The brand wants to pay tribute to the agents of change that drive the present and future of football, on and off the pitch, and includes the participation of Ronaldinho, Lionel Messi, Paul Pogba and Lucy Bronze.
“I am very happy to wear a Pepsi shirt again. I love that this campaign is about inspiring the next generation of football talent and continuing to play with passion,” said Ronaldinho.
“It’s always great to be back on the Pepsi team. Pepsi is a brand that celebrates doing things their way, and that’s something I’ve always identified with. 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 come from or how crazy your dream is. You have to go after him with passion and dedication to get everything you want,” Messi added.
In addition, the brand also selected a song, formed a partnership with Montell Jordan, a hip-hop and rhythm & blues star, who created an updated version of “This is How We Do It”, a classic of the same from the 1990s. The recreated song, “Mama I Made It (How We Do It)” combines the voice of artist Say Mo with that of Jordan and was produced exclusively for the “Play to Inspire” campaign.
Through the “Play to Inspire” campaign, the brand will seek to inspire the next generation of soccer talent and cultural trailblazers through Pepsi and Collective athletes’ past, present and future personal stories and shared ambitions. in a series of digital content. Pepsi’s move also includes partnering with British fashion designer Liam Hodges to create a limited-edition capsule collection inspired by the brand’s rich football heritage and this year’s visionary campaign, to be sold in spring 2022.
“Pepsi is the fun rhythm of football. We champion talent on and off the field, always looking to bring unique and interesting campaigns that the world loves to see and be a part of. This year, we’re recognizing the beautiful game as it is today, from iconic to up-and-coming, celebrating the way everyone is building the game together,” added Michael Walford, Pepsi’s senior director of global marketing.
In Brazil, Pepsi launched three special cans of Pepsi Black with a special outfit and custom prints featuring Lionel Messi, Paul Pogba and the Champions League cup.