Country for PR: United States
Contributor: PR Newswire New York
Tuesday, March 06 2018 - 21:00
Painting The World Blue: Pepsi(R) Loves And Lives Football With Global 2018 Campaign
PURCHASE, New York, March 6, 2018 /PRNewswire-AsiaNet/ --

    - New global TV commercial brings football and its star players to the 
                                  streets -

   - Iconic photography x localized artwork tells a personal story about the 
     world's best players, including longtime Pepsi ambassador Leo Messi -

#LOVEITLIVEIT – Throughout history Pepsi(R) has brought joy to each generation, 
connecting fans with the entertainment that has made the brand an icon in pop 
culture. With the world's most popular sport in the hearts and minds of people 
more than ever, today Pepsi announces its global 2018 "LOVE IT. LIVE IT. 
FOOTBALL." campaign. From shareworthy content with the game's famed players to 
unexpected football moments and experiences, there will be more to love and 
live from Pepsi throughout the year.

Experience the interactive Multichannel News Release here:

"Pepsi is known for bringing football's most iconic heroes and hopefuls to the 
world in unexpected, entertaining ways, showing fans the never-seen-before 
sides of the players they love," said Natalia Filippociants, Senior Marketing 
Director, Global Pepsi Trademark, Global Beverage Group, PepsiCo. "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 rich, 360-degree 2018 "LOVE IT. LIVE IT. FOOTBALL." campaign connects art 
and sport to bring the beautiful game to life – on and off the pitch – with a 
unique, highly sharable and joy-evoking take on the sport and our world-class 
line-up of global footballers:

    -- Five-time Best Player of the Year and Four-time UEFA Champions League 
       winner, Leo Messi 
    -- World-renowned Brazilian defender and back to back UEFA Champions 
       League winner, Marcelo 
    -- Three-time UEFA Champions League winner and German midfielder, Toni 
    -- US award-winning playmaker and two-time Women's Best Player of the 
       Year, Carli Lloyd 
    -- English rising star and two-time Young Player of the Year, Dele Alli

Across the Pepsi trademark, the distinctive art aesthetic links and animates 
all elements – from the limited-edition player packaging and arresting out of 
home that is more art than billboard, to thumb-stopping digital content and a 
highly-anticipated blockbuster TV commercial to be aired in more than 60 
markets worldwide.

Cinematic TV Creative
Airing alongside the brand's official UEFA Champions League partnership, the 
"Love It. Live It." 
( )global TV 
commercial brings five of the world's best players to the streets for an 
action-packed, high-energy kickabout with fans – and paint-filled balls. The 
all-star global 2018 Pepsi squad – Leo Messi, Marcelo, Toni Kroos, Carli Lloyd 
and Dele Alli – show off their skill and agility as they race through the 
bustling crowd to dodge paintballs coming from every direction. The energy and 
excitement is palpable as more people decide to live for the moment, join the 
game and cheer on the players.

Walls, windows and people get splattered from head to toe in paint. With an 
unexpected twist on the game and an invitation for everyone to play, Pepsi once 
again brings fans a whole new way to experience the game they love. "Light it 
Up (feat. Nyla & Fuse ODG) (Remix)" by Major Lazer provides the soundtrack 

The Art of Football
From Messi's unstoppable presence and reign over the pitch to Marcelo's 
tenacious playstyle, each athlete has a unique attribute that Pepsi is bringing 
to life through a series of bold, black & white portraits captured by renowned 
lensman Danny Clinch.

Clinch's photographs - which capture the spirit, character and energy of each 
Pepsi teammate – act as the canvas for extremely personal artistic overlays 
created by visual artists from the athletes' home countries. Diego Jimenez (aka 
DIYE) (Argentina), Bicicleta Sem Freio (Brazil), Dennis Schuster (aka DXTR) 
(Germany), Kim Sielbeck (US) and Iain Macarthur (UK) designed their own graphic 
interpretations of each player's story.

    -- Messi x Danny Clinch x DIYE: DIYE created a visual metaphor, the Lion, 
       to represent Messi on and off the pitch: an explosive playmaker and the 
       undisputed king of the pitch who carries a great legacy. 
    -- Marcelo x Danny Clinch x Bicicleta: Energy and impact in the artwork 
       from this artistic duo is parallel to Marcelo's heart and soul, with 
       various story elements speaking to Marcelo's interests, his hometown 
       and resilient dedication to family and football. 
    -- Kroos x Danny Clinch x DXTR: Playful illustrations portray Kroos as 
       the "maestro" – a precise leader on the pitch orchestrating masterful 
       play with incredible finesse. 
    -- Lloyd x Danny Clinch x Kim Sielbeck: Lloyd's duality on and off the 
       pitch –aggressive and relentless, but a player with great humility – is 
       illustrated by Sielbeck with a mixture of rigid and organic elements 
       forming a wild landscape of complex emotions and depth, with the 
       strongest of wills to succeed at the heart.  
    -- Dele x Danny Clinch x Iain: With Dele's high sense for fashion, shapes 
       and patterns create movement with all things flowing to Dele, conveying 
       his unpredictable, yet masterful and daring personality and play style. 

Throughout the year Pepsi will be releasing additional disruptive content and 
experiences that enable fans to truly love and live the game, including:

    -- Personal conversations with the players 
    -- Content from the definitive media brand for football and fan culture, 
    -- UEFA Champions League Final access and entertainment

Join the conversation online with Pepsi and #LOVEITLIVEIT.


About PepsiCo
PepsiCo (NASDAQ: PEP) products are enjoyed by consumers one billion times a day 
in more than 200 countries and territories around the world. PepsiCo generated 
approximately $63 billion in net revenue in 2016, driven by a complementary 
food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, 
Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of 
enjoyable foods and beverages, including 22 brands that generate more than $1 
billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief 
that the success of our company is inextricably linked to the sustainability of 
the world around us. We believe that continuously improving the products we 
sell, operating responsibly to protect our planet and empowering people around 
the world is what enables PepsiCo to run a successful global company that 
creates long-term value for society and our shareholders. For more information,