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.

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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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