Pepsi is "capitalizing" on changing attitudes about soccer in the U.S. with a new campaign for the UEFA Champions League that "features some of the biggest soccer stars in the world," according to Mitch Reames of ADWEEK. The campaign is "focused on the U.S. -- specifically the country's Latino residents." The spot, titled "Es Lo Que Quiero," or "That's What I Like," features players Lionel Messi, Mo Salah and Paul Pogba "all fighting over a can of Pepsi." The ad's creative approach is a "somewhat common one in reaching soccer fans." The "quick action, bright colors and electronic music have been used from brands ranging from Puma to Itau." A big part of this campaign is "focusing on social platforms." In addition to the main spot, Pepsi also filmed "quick pieces of content for the player's social media." By filming unique content made for social, Pepsi was "able to make these videos feel less like an ad and more true to the player's authentic online persona." Meanwhile, there is "no guarantee the #PepsiCanBalance challenge becomes the next bottle flip." But the decision to use famous players with large follower counts to kick off the challenge will "clearly give the brand a leg up" (ADWEEK.com, 2/24).
