CHAMPIONS LEAGUE WITH PEPSI
The UEFA Champions League is the world's most prestigious and competitive soccer club tournament.
As an official tournament sponsor, Pepsi has taken pride every year in inviting multiple Latin American fans and brand enthusiasts to attend the final match in Europe and live up the full Champions experience.
THE CHALLENGE:
Due to current global circumstances (Global pandemic and conflict in Europe), Pepsi challenged us to find a safer, more practical, and effective alternative to flying a large group of consumers to the tournament.
The main objective was to create a viral and engaging social media campaign capitalizing on the Champions League Final and targeting Gen Zs of all markets in Latin America by connecting Pepsi's products to three main passion points: Food, Gaming, and Soccer.
THE SOLUTION:
My team and I carefully curated a roster of influencers relevant to our audiences and invited them to the Champions Final on behalf of Pepsi. As lead content creator and director for the campaign, I proposed a set of activations that took place in Paris, the host city of the final match, which gave us opportunities to generate content where Pepsi was always present.
The activities leading to the final were thought-out to align with the influencers' expertise and the brand's passion points. Most importantly, they allowed us to share Pepsi's full Champions League experience with our intended audience through the lens of our talent in an organic and entertaining way.
Our campaign followed the POV of two main influencers:
Morena Beltrán (23), an Argentinian sports reporter and analyst for ESPN and social media star with an unmatched passion for soccer.
Robegrill (19), a Mexican content creator that has taken over the internet with his mouthwatering recipes, amazing collabs, and his signature slogan “QUE CHILLE!”
Both rack up together over 15 Million followers and shared with them their Pepsi journey from the moment they were invited to París all the way to the day after the Champions League final.
Samples of the content generated while in Paris. The creative execution of all content pieces for the campaign were directed and supervised by me to align with our proposal. To maximize the performance of each post, we avoided an overly-produced look to pass as organic content from the influencers and not as sponsored ads.
One of our campaign activations was a live Twitch stream in which Argentinian streamers Momo Gerónimo and Rodrigo Carrera faced each other for a FIFA 22 from the rooftops of Paris, all with the professional commentary of ESPN’s Morena Beltrán.
