Pepsi scores footie campaign

16 May, 2008

This summer's big promotion from Pepsi is helping consumers get their kicks with the chance to win £1,000 every 90 minutes.

Also up for grabs in the on-pack promotion are an Xbox 360 Elite, a once-in-a-lifetime trip to Los Angeles with David Beckham, a luxury WAG shopping trip and a visit to Barcelona with Thierry Henry.

The £8 million Pepsi Max Kicks campaign is driven by "a new concept in TV advertising" featuring consumers

directing their favourite football superstars "to get their kicks" in locations from the moon to the Amazon rainforest. Beckham and Henry and the rest of the Pepsi Max Dream Team (Ronaldinho, Frank Lampard, Lionel Messi and Cesc Fabregas) feature in the ad, which debuted

last month.

Britvic brand director of carbonates Peter Kirby said the campaign would be "instrumental in uniting football fans throughout the summer and exciting UK consumers".

Bruno Gruwez, marketing director at PepsiCo, added: "Pepsi Max brings consumers

their favourite football stars in

exciting ways. This year, consumers are actually deciding how our ad looks and what their favourite football stars are doing ."

In-store POS will be available to back the push, including dump bins and shelf-edge wobblers.

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