Pepsi Max has revealed first in its series of content led experiences, in its first ever global brand campaign under the tagline of ‘Genius’.
Having premiered with what was referred to as ‘Drone Football’ – this episode appreciates the game between friends in a 5v5 futsal setting. And the brand could not have picked any better location to activate the idea than Barcelona, Spain.
Keeping it futuristic, the pitch was transformed into a high-tech space with more than 30,000 reactive LED lights installed in and around the pitch. The match kicks off as soon as the drone drops the ball.
Kristin Patrick, senior vice president and chief marketing officer of PepsiCo global beverage brands, said: “In the case of ‘Drone Football,’ our first TV and digital ad under this new campaign, we’ve taken something that’s already exciting – a pickup game of football among friends – and elevated it by adding in surprising twists, like a drone that delivers a unique football, and light effects that at first surprise the footballers and then make their game even more exciting than it might have been.”
The idea was to create exciting digital content that could keep consumers engaged with brand. Though entertaining, it does look a little scripted, which spoils the essence of keeping content as human as possible.
Check out the campaign below: