19-player squad for Pepsi's latest 'Live For Now' campaign
January 18, 2014 00:00
By The Nation
Pepsi has unveiled details of its superstar 2014 football squad, bringing together a wealth of international talent to create what it calls one of the most jam-packed, multi-talented and iconic line-ups ever.
Nineteen of the world’s greatest players, spanning five continents and nearly 20 countries, are uniting with Pepsi to inspire fans the world over to “Live For Now” this year.
Record-breaking superstar Leo Messi, Argentinian international striker Sergio Aguero and young British talent Jack Wilshere will be joined by Brazilian defender David Luiz, prolific Dutch goalscorer Robin van Persie and Spanish great Sergio Ramos as part of the global Pepsi line-up.
These super-six players will be bolstered by additional footballing greats from across the globe representing their home countries: Juan Guillermo Cuadrado (Colombia), Clint Dempsey (US), Tarik Elyounoussi (Norway), Maynor Figueroa (Honduras), Mario Gomez (Germany), Vincent Kompany (Belgium), Kemar Lawrence (Jamaica), Victor Moses (Nigeria), Peter Osaze Odemwingie (Nigeria), Oribe Peralta (Mexico), Andriy Pyatov (Ukraine), Mohamed Salah (Egypt) and Gylfi Por Sigurdsson (Iceland).
“Football has been my passion since I was a little boy and it’s certainly one of the things I live for now. I am so proud to be partnering with Pepsi again and representing the brand globally as part of this star-studded team,” says three-time world player of the year and Argentina captain Messi.
The Pepsi players took to social media to unveil the entire roster in an exciting digital relay that reached fans across the globe.
Luiz, an English Premier League player for Chelsea and vice captain of Brazil’s national team, said: “I’m excited to be teaming up with Pepsi and proud to be part of such a great team. For me, playing football is about making the most of every second on the pitch and showing your love and character for the game – and for the fans. I can’t wait to join fans from across the world and celebrate a big year for football.”
The global player announcement also kicked off a series of exciting year-long activities as part of the “2014 Pepsi Football” campaign. Not only will the players star in Pepsi’s global television commercial released later in the year, a selection of the players will also be featured on limited-edition, eye-catching packaging and point of sale across the globe, designed to bring to life their flair and enthusiasm for the game.
Special commemorative packaging featuring the global Pepsi players will start appearing in the market in March, while integrations with music, art, digital, interactive experiences and additional special products will be unveiled throughout the year.
Over the years, football has been a strong driver of growth for PepsiCo, with both its global beverages and snacks brands activating robust programmes this year.
Kristin Patrick, Pepsi global chief marketing officer, PepsiCo Global Beverages Group, said: “Pepsi has had a tremendous relationship with football, going back nearly 15 years. For this, our latest incarnation, we’ve brought together our most impressive Pepsi football roster yet, comprised of players who truly embody our brand spirit and excite and electrify us every time they step on the pitch.
“Our players know how to live for the moment, and throughout the year we’ll be collaborating with them to bring our fans exciting and engaging content, products and experiences – bringing fans closer to the game they love.”
Steve Romasanta, marketing director for PepsiCo – Asia Pacific, said: “PepsiCo Thailand has long been accepted as the leading brand in sport marketing, especially football, for decades. Our football campaigns have always actively inspired and exhilarated Thai people.
“Pepsi’s past football campaigns such as last year’s partnership with Manchester United in ‘Pepsi Live For Now With Manchester United’, ‘Drink Pepsi, Meet Messi’  and ‘Cheer Your Heart Out’  have produced huge successes and appreciation among football lovers and Pepsi fans nationwide.
“These achieved milestones have made us prevail in the global football cheering season in 2014. Under the ‘2014 Pepsi Football’ campaign, we plan to launch exciting marketing activities throughout the year in order to engage Thai fans over to ‘Live For Now’ moments in this global football phenomenon. Further details will be revealed soon, so please stay tuned.”
The Fifa World Cup takes place in Brazil in June and July this year.