SURF'S UP: MARKETING magazine's John Reynolds reports Pepsi has launched its '12 "Football" campaign for its Pepsi Max brand, which features FC Barcelona MF Lionel Messi and EPL club Chelsea F Didier Drogba, among others, "crowd surfing at an outdoor music festival." The ad was created by CLM BBDO, N.Y. The campaign is "initially launching online before a global TV campaign kicks off on April 4" (MARKETINGMAGAZINE.co.uk, 3/27).
REACHING THE GREEN: Security company IdentityX, Clune Construction and Ireland-based Blarney.com will sponsor golfer Padraig Harrington for three weeks, raising funds through the Padraig Harrington Charitable Foundation for Gerard Byrne who was recently paralyzed from the waist down in a car accident. The three sponsors will each appear on Harrington's apparel during the Shell Houston Open, The Masters and the RBC Heritage, with IdentityX also featured on his headwear (IMG).
IRON MIKE: Former boxer Mike Tyson has signed a deal with Upper Deck and will appear in new Upper Deck trading card releases. Tyson's trading card debut will come with the release of Upper Deck's '12 Goodwin Champions. The boxer will appear in several other trading card releases this year, some of which will contain signed versions of his cards. Upper Deck Authenticated will soon hold a signing session with Tyson and sell a variety of items signed by him (Upper Deck).