Our goal was to make the most talked-about Football campaign of 2022. The problem? It was the same year as one of the biggest sports moments in the world and we had a challenge: we were not official event sponsors. How could Pepsi maintain fan engagement and share of voice throughout 8 weeks of some of the most watched football on the planet?

Following the tradition of legendary Pepsi football ads, a group of megastars face a team of locals that end up outplaying them. The film tells the story of a group of Middle Eastern fans who receive a one-of-a-kind opportunity, to meet their idols. However, instead of asking for an autograph, they can't resist doing what every football fan would have done - nutmegging a rival, even if that 'rival' happens to be Messi. This unleashes a Nutmeg battle that is witnessed by the whole world.

This campaign served to launch the new Global Brand Platform “Thirsty For More” using Football’s most unexpected skill: The Nutmeg - a skill that embodies what Pepsi is about – unexpected fun, flair, and a challenging attitude. This concept resonates with our target audience, given its viral nature, and gave Pepsi credibility among football fans around the world.

1. Football + Culture

Modern football goes beyond the 90-minute on-pitch action and fans are thirsty for off-pitch moments featuring their heroes. Our strategy was to make Pepsi part of fan culture by leaning into the multiple passions we know football fans - and players - love to bring together: fashion, music, one-of-a-kind products and unexpected collabs.

2. Play the Long Game

The challenge for most brands is sustaining conversation and relevance across four-eight intense weeks. To be part of the wider conversation we were going to have to drop multiple creative ideas that strategically leveraged talent and targeted different segments of fans from all corners of the globe.

3. Direct Competition

With our direct competitor being more officially involved, we had to be bold and show our cheeky and irreverent personality. It was all about stealing conversation in a highly entertaining (and legal) way that only Pepsi could.

The film was pre-released on the social media accounts of athletes and influencers, breaking viewing records for the brand.

At the same time, the content was launched on the brand's social media and in sports-specialized media.

The campaign then had TV exposure in many markets around the world.

On the first 4 days of campaign:

1.39 Billion impressions

1.416 total pieces of PR coverage

1BN+ total media impressions

$20,5M+ total ad value

98% favorable sentiment