PepsiCo brands are coming together this summer to encourage shoppers to host their own big night in with its range of snacks and beverages and get behind their favourite football team. The ‘Power of One’ campaign features an on-pack promotion offering prizes across selected formats of Walkers Tear ‘n’ Share, Walkers Stax, Doritos and Pepsi Max.

PepsiCo is not an official partner of the FIFA World Cup 2018, being held in Russia this summer – arch rival Coca-Cola has partnership rights. Like many other companies, however, PepsiCo is looking to tap in to the football fever likely to take hold across the UK shortly, without infringing on any rights held by FIFA or Coca-Cola.

In the ‘Power of One’ promotion, for the chance to win prizes, shoppers need to purchase any two items from the range, register online at one of the respective brands’ dedicated websites (walkers.co.uk/perfectmatch, doritos.co.uk/perfectmatch or pepsi.co.uk/perfectmatch) and enter the codes found on-pack. Consumers can then spin the carousel to see if they can score the Perfect Match (3 matching icons) and win a prize to enjoy in front of the next game. There is a No Purchase Necessary route for consumers in Northern Ireland.

The prize pool includes 49″ LG Smart 4K Ultra HD LED TV, Walkers Snack Bowl & Pepsi Max Glasses bundles, coupons for a free pack of Walkers or Doritos or coupons for a free bottle of Pepsi Max.

Andy Hawkswell, Walkers Marketing Manager, says, “With over 80,000 prizes up for grabs, we are excited to be launching our biggest ever Power of One promotion to really help the nation get together and cheer on their favourite team. We have recruited Lionel Messi, Dele Alli and Gary Lineker who will be appearing on packs to maximise awareness and capture the nation’s love of the beautiful game.”

Global drinks and snacks company 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. 22 of its brands generate more than $1 billion each in estimated annual retail sales.

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Pepsi MAX has launched a new football-themed campaign featuring top footballers from the English Premier League and Spain’s La Liga linking to the soft drink’s new PepsiMojis global campaign.

To enter the prize draw, consumers download a new Pepsi MAX app and scan PepsiMojis found on limited-edition packaging to access Augmented Reality content and find out whether they have won.

The promotion builds on the recent official sponsorship deal signed between PepsiCo’s flagship brands Pepsi MAX, Walkers/Lay’s, Doritos and Gatorade and the UEFA Champions League.

An on-pack promotion is already running on the company’s savoury snacks products; the Pepsi MAX prize draw opens on March 1st.

To support the sponsorship deal and the promotion, PepsiCo has launched a new global TV ad, Blue Card (click here to view on YouTube), which kicks off a football-themed campaign of the same name featuring some of the world’s most famous footballers.

The #Maxfootball campaign features Manchester City striker Sergio Agüero, Real Madrid star James Rodríguez, Manchester City and Belgian captain Vincent Kompany, Arsenal’s Alexis Sánchez and Manchester United keeper David de Gea.

In the TV ad, two unsuspecting delivery drivers gets the surprise of a lifetime as a pickup game with members of the Pepsi MAX team breaks out in the most unexpected fashion.

Carla Hassan, SVP, Global Brand Management, PepsiCo Global Beverage Group, says: “The Pepsi MAX Blue Card was created to stop boredom in its tracks and unleash unexpected moments of fun. While the traditional red or yellow card might stop play, the Pepsi MAX Blue Card signals that things are about to get exciting – which is a perfect kick-start to the year for our iconic brand.”

With the final stages of this year’s Champions League underway, Pepsi MAX has launched its “Maximum Football” program across Western Europe. The marketing blitz includes the new Pepsi MAX augmented reality app giving fans the chance to win football prizes, including match tickets to the quarter-finals and semi-finals and a trip to the UEFA Champions League Final on 28th May in Milan, Italy.

The app will be available to download from March 1st on both iOS and Android devices.

The “Say It with Pepsi” global campaign will see specially-created Pepsi emojis based around the Pepsi roundel and colours appearing on packaging across the brand’s portfolio of drinks, including regular, MAX and diet or light.

The PepsiMojis first appeared in Canada last summer and were then introduced into a number of other countries including Russia, Pakistan and Thailand.

The soft drinks giant is looking to use emojis to connect with a younger audience which is used to communicating digitally using emojis, other symbols and text-based shorthand.

The PepsiCo Design & Innovation Center has created hundreds of different PepsiMoji designs, some which will be used globally and others which have been tailored for local markets.

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PepsiCo has relaunched its #gameready UEFA Champions League promotion across its soft drinks and savoury snacks portfolio, offering football fans the chance to win hourly prizes of UEFA related merchandise plus entry to a draw to win tickets to the UEFA quarter final, semi final and final matches and a grand prize of a VIP trip for two to the Final in Milan.

The on-pack promotion is capitalising on PepsiCo’s sponsorship of the UEFA Champions and will give the brands high visibility with football fans in advance of the start of the Euro 2016 tournament in France on June 10. The UEFA Champions League Final takes place on May 28.

One entrant will win the grand prize package, including travel to Milan for two people, a tour of the city, lunch, evening drinks reception and a shopping trip, plus tickets to the final.

There are another six pairs of tickets for the final to be won, including travel and accommodation. There are then 20 pairs of Semi-Final tickets and 32 pairs of Quarter-Final tickets available.

There are 40,000 hourly prizes to be won, including 22,000 UEFA Champions League branded T-shirts, 10,000 UEFA Champions League branded footballs and 8,000 UEFA Champions League branded sharing crisp bowls.

Consumers can enter up to 24 times a day, but have to have a different unique code from a promotional pack each time they enter. Entry is via the promotional website, www.game-ready.com.

The promotion is currently running in the UK, Republic of Ireland and Germany on PepsiCo’s Walker’s Lay’s and Doritos products. From March 1 2016, it will be rolling out to another 12 European countries and will also be appearing on-pack across Pepsi and Pepsi Max  products.

PepsiCo first ran a #gameready between September 12 2015 and November 12 2015. That campaign was supposedly the first to be run simultaneously by PepsiCo across its European markets on both food and beverage brands.

Thomas Barkholt, Marketing Director at Walkers, says: “We’re thrilled to be launching our latest #Gameready promotional campaign in conjunction with our UEFA Champions League sponsorship. This football tournament is renowned as one of the most anticipated competitions in the sporting calendar and we’re delighted to be offering match tickets to football fans across Europe, including an exclusive VIP trip to the final – the world’s biggest annual sporting event!”

PepsiCo’s latest on-pack promotion will be supported with a major marketing campaign, including new high-profile TV advertising featuring Britain’s Gary Lineker and football superstar Lionel Messi, strong levels of in-store activities, digital, social media and impactful POS materials. Additionally, the campaign will be supported by stadium branding, interview backdrops and perimeter boards.

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