Pepsi MAX célèbre la passion du football


En 2017, la marque Pepsi MAX célèbre les moments de la vie dans sa nouvelle campagne «Live For Now» : des instants où nous lâchons prise, où nous sommes dans l’action et suivons notre passion sans entrave. Et quelle meilleure manière d’illustrer cette philosophie que la fougue d’un passionné de football? A l’occasion de la deuxième année consécutive de partenariat entre PepsiCo et l’UEFA Champions League, la campagne de football Pepsi MAX 2017 met pour la première fois «l’instant présent» à l’honneur dans le monde entier.

Afin d’accroître l’enthousiasme tout au long du parcours qui mènera à la finale de l’UEFA Champions League Cardiff 2017, Pepsi a décidé de s’associer à des footballeurs professionnels de renom : l’argentin Sergio Agüero, le chilien Alexis Sánchez et le belge Vincent Kompany font partie de l’équipe de football Pepsi.

Brad Jakeman, président de PepsiCo Global Beverage Group, a déclaré : «Tout au long de l’année, Pepsi célèbrera de nombreux moments – les moments simples et fabuleux tout comme l’expérience unique et inoubliable que constitue la finale de l’UEFA Champions League Cardiff 2017. Pepsi est un soutien de longue date et l’un des plus grands fans du plus beau sport du monde. Cette année, notre campagne passe du terrain aux gradins pour célébrer la passion contagieuse des fans de football. Pour montrer au monde entier comment vivre et aimer le football.»

Avec un film intitulé «We Know How Much It Means» qui met en scène les fans et les innombrables moments d’émotion ponctuant un match de football – de la tension avant l’arrivée des joueurs sur le terrain à l’explosion d’émotions au coup de sifflet final en passant par le grand huit émotionnel tout au long du match -, Pepsi MAX a donné naissance à un véritable hymne pour tous les passionnés de football. Pepsi MAX montre également que ces moments de passion peuvent tout aussi bien être vécus dans un parc, pendant un match entre amis, que dans les stades du monde entier.

Cette campagne d’envergure sera diffusée dans près de 75 pays pour attiser la passion des fans, à partir des huitièmes de finale et jusqu’à la finale de l’UEFA Champions League Cardiff 2017. Des contenus exclusifs et des posts sur les réseaux sociaux seront publiés sur les comptes de Pepsi ainsi que dans le cadre d’un partenariat mondial avec les plates-formes de fans Copa90 et Bleacher Report. Cette collaboration évoluera autour de contenus en ligne exclusifs et dédiés aux fans et sera partagée sur Facebook, Instagram et Snapchat. En outre, les fans auront la possibilité de montrer jusqu’où ils sont prêts à aller pour remporter un prix exceptionnel : des billets pour le plus grand évènement sportif mondial de l’année 2017, la finale de l’UEFA Champions League Cardiff 2017.

Dans toute l’Europe occidentale, Pepsi MAX présentera cette campagne directement dans ses points de vente : dans le cadre de la promotion on-pack «Take your Passion to the Final», les fans auront ainsi la possibilité de remporter les billets convoités de la finale de l’UEFA Champions League Cardiff 2017, qui aura lieu le 3 juin. Dès le 6 mars 2017, ils pourront participer au concours sur l’appli Pepsi MAX disponible sur iOS et Android. Celle-ci permettra aux participants de scanner le globe Pepsi sur tous les packs de promotion, ce qui déclenchera l’ouverture d’une scène de réalité augmentée 3D indiquant directement aux fans s’ils ont remporté l’un des prix exceptionnels.


Bien évidemment, les comptes sociaux des athlètes seront utilisés pour toucher et engager une cible encore plus large et affinitaire football. 


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