Work

Pepsi

They’re Back

  • Brand Experience
  • Content
  • Social Activation
  • Strategy

Pepsi broke into Copa América 2021 by hacking a football code through Argentine fan passion.

Food & Beverage

B2C

Global Consumer Brand

During Copa América 2021, and in the middle of the pandemic, Pepsi faced a double challenge: capturing attention in a tournament it did not sponsor while reconnecting with fans through a culturally relevant code.

ISLA answered by hacking one of the competition’s key football archetypes and turning it into a brand experience with real impact. The campaign reconnected Pepsi with Argentine football culture through interactions that also drove transactions.

Football was back. They were missing.

Client

Pepsi

Date

2021

The campaign turned someone else’s territory into Pepsi’s opportunity, reconnecting the brand with football passion through a participatory, transactional and culturally relevant experience in the middle of the pandemic.

Advertiser: PepsiCo. Product: Pepsi. Chief Creative Officer: Ariel Serkin, Rodrigo Grau. Chief Strategy Officer: Mariano Serkin. Executive Creative Director: Mariano Gamba, Rodrigo Greco. Creative Director: Gustavo Botte, Zacarías Kesselman. Head of Production: Coqui Gimenez Uriburu. Project Manager: Berenice Sotelo. Production House: Primo. Director: Santi Dulce. DF: Mariano Monti. Executive Producer: Ale Di Michele. Producer: German Lentini. Post Production Coordination: Sebas Lopez. Editor: Paula Baialardo. Sound Mix: Papapost. Color: Alejandra Lescano. Postproducción/VFX: Primo Post. On line: Primo Post. Soundtrack: PapaMusic. Advertiser: Martín Watson, Ignacio Segade, Laura Belatti, Belén Ferreccio, Gonzalo Muente, Nicolás López Marti, Carlo Espinoza, Marianela Frick. Producer by Advertiser: Gonzo Lemos.

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