Oct. 10, 2013
Pepsi builds global excitement for a yearlong football platform with the launch of a new campaign,
starring four-time "FIFA World Player of the Year"
The fast-paced 30-second TV spot opens on Messi performing a fancy footwork trick with an iconic can of Pepsi. Football enthusiasts around the world attempt to replicate Messi's Pepsi can trick with their own personalization, evolution and varied level of success – all set to a frenetic, energetic backbeat that keeps the momentum, enthusiasm and level of competition going.
"Tricks with a football are hard and tricks with a can are harder," said Messi. "It's an honor to partner with Pepsi to bring this campaign to life and literally kick-off what promises to be an exciting, passionate year around football."
"The Trick" is the latest installment and interpretation of Pepsi's "Capture the Excitement of Now" global brand spirit and "Live for Now" campaign, which inspires fans around the world to embrace the moment with their passion for the game of football. Shot over two days on location in
by 180 LA, the spot was directed by
and will launch globally on Pepsi's digital platforms and air in select cities beginning today,
"Next year will be an incredible year for football and for football fans everywhere, and what better way to lead into it than to see if we can start building the fun, excitement and a little spirit of competition – all instigated by the iconic can of Pepsi," said
, Senior Vice President, Global Chief Marketing Officer, Pepsi.
To find out more about Pepsi's 2013 campaign starring
PepsiCo (NYSE: PEP) is a global food and beverage leader with net revenues of more than
and a product portfolio that includes 22 brands that generate more than
each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit
About Leo Messi
is a Global Ambassador of Pepsi since 2006. He is the only football player in history who has won four consecutive FIFA Player of the Year awards and the only football player with more than 100 records.
Leo is very committed with his own foundation, the Leo Messi Foundation. Since 2007, the prospects are to work on actions, not only in
, but also abroad and together with other institutions which develop projects in alignment with the ideals of the foundation: Education and Health Care (mainly focused on childhood cancer treatment, Malaria and "Mal de Chagas" illness).