Campaign details

Brand: Pepsi
Brand owner: Seven-Up Bottling Company Nigeria
Lead agency: Insight Publicis
Contributing agencies: All Seasons Zenith
Country: Nigeria
Industries: Carbonated soft drinks
Media channels: Integrated, Outdoor, out-of-home, Packaging & design, Point of purchase, in-store, Radio & audio, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

Thanks to the FIFA World Cup, 2018 was a big year for football, with every brand wanting to rise above the clutter of football messages to reach the consumer. But Pepsi had a bigger challenge; it didn't have football rights to the big World Cup games, the Nigerian Football Federation or Super Eagles, while its key competitor, Coca-Cola, did. There was also a limitation on the use of certain words and emblems associated with the 2018 FIFA World Cup in Russia. Therefore, the brand needed to find a unique way to break through this clutter and connect with the target audience.