Challenge

Attract new audiences to the UCL final and build fame for Pepsi in the hearts and minds of music and football lovers across the globe.

Solution

A Pepsi owned, world class performance with a current music icon before the match, amplified by a robust promotional plan. Secured top artists to perform including Dua Lipa (2018), Imagine Dragons (2019), Marshmello (2020/21) and cameos including Khalid and Selena Gomez, amplified by a multi-layered PR and social plan which drove significant scale. Work with stakeholders including PepsiCo, UEFA and artist teams on creative development & delivery of both promotional content and on pitch performance.

Outcome

Significant earned coverage and buzz, with Marshmello’s performance in 2021 delivering 1,200+ pieces of media alone.

Key Highlights

In 2021, we continued to push boundaries, delivering the first ever digital opening ceremony using innovative XR tech.