PepsiCo snack brand Lay’s activated its Women’s UEFA Champions League (UWCL) partnership in Brazil through a gender equality ‘Disguised Commentator’ initiative challenging prejudice in soccer through an AI supported social experiment built around female football commentary. Objective Like in many other countries, in Brazil there remains plenty of conscious and unconscious prejudice around women in… Continue reading UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
Tag: PepsiCo
Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)
Every year millions of Americans fill out March Madness brackets and very, very few get them right. So Pepsi chose to leverage the 2024 college hoops tournament by seeing whether AI could do a better job…..Allen Iverson that is. This integrated, bracket led campaign both pokes fun at the lengths people go to in order… Continue reading Pepsi Leverage March Madness Brackets Via ‘Zero Right’ Challenge With AI (Alan Iverson)
Frito-Lay ‘Taste Of The Super Bowl’ Big Game Initiative Offers Fans A Taste Of Victory
On 23 January, PepsiCo owned snack brand and NFL partner Frito-Lay, a brand dedicated to celebrating sports fandom, launched its 2024 Big Game ‘Taste Of The Super Bowl’ marketing program which at its core offered one fan a rare chance to play a key role in the official victory celebration. The chip brand marketers understand… Continue reading Frito-Lay ‘Taste Of The Super Bowl’ Big Game Initiative Offers Fans A Taste Of Victory
Football Legends Brady, Rice, Marino & Others ‘Unretire’ In PepsiCo NFL Kick-Off Campaign
NFL multi-category partner PepsiCo activated across its official league product portfolio via a new football season kick-off campaign stuffed with legends of the game and running across multiple platforms called ‘Unretire’. Hall of Famers Dan Marino, Emmitt Smith, Jerry Rice and Randy Moss contemplate a return to the gridiron in a tongue-in-cheek hero ad… Continue reading Football Legends Brady, Rice, Marino & Others ‘Unretire’ In PepsiCo NFL Kick-Off Campaign
Gatorade ‘Every Last Drop’ Lightens Burden Of Wearing National Kit In 4-Nation Women’s WC Ad
Leveraging the FIFA 2023 Women’s World Cup and its partnerships with four of the competing nations, Gatorade reaffirmed its commitment to equality and inclusion and to the teams through a multi-market campaign called ‘Every Last Drop’ and focused on the responsibility players feel when wearing their country’s jersey. The PepsiCo owned brand’s campaign, developed… Continue reading Gatorade ‘Every Last Drop’ Lightens Burden Of Wearing National Kit In 4-Nation Women’s WC Ad
EA FC24 Gameplay Launch Spans Event, Teaser, Trailer, Tie-Ups & ‘Welcome To Haa-Land’ Ad
In June and July, gamers and football fans got their first look at EA Sports FC 24 – the world’s biggest sports game formerly known as FIFA – through a multi-faceted launch campaign that included a big-budget launch event in Amsterdam, a ‘Haa-Land’ campaign focusing on Norwegian cover star and Manchester City FC striker Erling… Continue reading EA FC24 Gameplay Launch Spans Event, Teaser, Trailer, Tie-Ups & ‘Welcome To Haa-Land’ Ad
Snack Giant Frito-Lay’s ‘Get Ready For Greatness’ Activates FIFA 2023 Women’s World Cup
Frito-Lay, the Official USA Snacks of the FIFA Women’s World Cup, turned some of the world’s leading female footballers into chips to front its multi-channel ‘Get Ready For Greatness’ activation around the Australia/New Zealand 2023 tournament – its largest investment ever in women’s sports. The activation programme aims to build anticipation and excitement in… Continue reading Snack Giant Frito-Lay’s ‘Get Ready For Greatness’ Activates FIFA 2023 Women’s World Cup
Gatorade Appoints Soccer Icons Shevchenko/Yankey As ‘Confidence Coaches’ For #TeamTalk Spots
June saw Gatorade roll out a European campaign based on ‘Team Talk’ spots featuring for England star Rachel Yankey and Ukrainian football legend and 2004 Ballon d’Or winner Andriy Shevchenko aimed at inspiring the next generation of soccer stars. The campaign, developed with agency Golin, sees the brand’s two ambassadors -– referred to as… Continue reading Gatorade Appoints Soccer Icons Shevchenko/Yankey As ‘Confidence Coaches’ For #TeamTalk Spots
Gatorade Brings Back ‘90s ‘Be Like Mike’ In Future Facing ‘The Way To Be Great’ Campaign
Gatorade leveraged the NBA Finals to launch a reworked version of its iconic ‘Be Like Mike’ ad to lead a star-studded new ‘The Way To Be Great’ campaign featuring endorsers Serena Williams and Lionel Messi alongside a new generation of sports stars such as hoops phenomenon Jayson Tatum, WNBA ace Elena Delle Donne, MLB slugger Bryce… Continue reading Gatorade Brings Back ‘90s ‘Be Like Mike’ In Future Facing ‘The Way To Be Great’ Campaign
Anitta Adds Brazilian Flair To Burna Boy’s Afrobeats In Pepsi UCL Final Kick Off Show Promo
A late May Pepsi Max promotion unveiled Brazilian pop sensation Anitta as the co-headliner alongside afrobeats star Burna Boy for the UEFA partner’s 10 June 2023 Champions League Final ‘Kick Off Show’. The social-first campaign, which ran across Pepsi and UEFA platforms, pitched the brand’s pre-game show as ‘an unmissable entertainment spectacle at the… Continue reading Anitta Adds Brazilian Flair To Burna Boy’s Afrobeats In Pepsi UCL Final Kick Off Show Promo
Gatorade ‘Breakup Story’ Film Tells The Story Of One Man’s Recovery From A Failed Romance
A new LATAM regional campaign from Gatorade focusing on ways sport can make us feel better was spearheaded by a short film called ‘Breakup Story’ which tells the tale of a doomed romance and a heartbroken man who finds solace in sports to bring to life the brand’s commitment to moving forward whatever the challenge.… Continue reading Gatorade ‘Breakup Story’ Film Tells The Story Of One Man’s Recovery From A Failed Romance
Gatorade Latin America Launch Integrated Campaign Claiming That ‘Sweating Is Glory’
Sports drink market leader Gatorade’s latest South American campaign celebrates the glory of sweating with an integrated, functional campaign spearheaded by a 90-second spot titled ‘Sweating Is Glory’. The hero commercial, created by agency Isla and production studio Stink São Paulo, shows sweat like few films ever have before and suggests that sweat should… Continue reading Gatorade Latin America Launch Integrated Campaign Claiming That ‘Sweating Is Glory’
