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Messi and friends kick paintballs to mark Pepsi’s Champions League partnership

Pepsi has rolled out a global marketing campaign celebrating its sponsorship of the Uefa Champions League, in which top players like Leo Messi, Marcelo and Toni Kroos paint the town blue with exploding footballs.

‘Love It. Live It. Football’ is the brand’s latest effort to tie into pop culture and entertainment, which looks to give an extra insight into some of the world’s best footballers.

Natalia Filippociants, senior marketing director of Pepsi, said: "What tightly links the football experience across our iconic brand, the players and our collective fans around the world is a love for the game. This year, we'll love and live the game like never before in all we do."

The work will roll out across out of home (OOH), packaging, TV and digital content across the globe. It is scored by Major Lazer with Light it Up (feat. Nyla & Fuse ODG - Remix).

Throughout the year, it will be built upon with additional content like conversations with players, access to the Uefa Champion’s League final and content created by the Copa 90 brand, which today signed a new partnership with Pepsi, following on from last season's efforts.

Simon Joyce, global head of brand partnerships at Copa 90, said that the agency was to deliver a 4D approach to showcase the players, tailored to “fit into the media consumption habits of today’s fan”.

He added: “This partnership moves the dial in how to leverage talent and Pepsi has been instrumental in wanting to do things differently, which stands true to their legacy in football and entertainment.”

Vote for the ad in The Drum’s Creative Works below.

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