Located in the East Zone of São Paulo, the place has received a new painting and structure for the “Campeonato Campees da Rua Qatar”
Pepsi has taken another step in its commitment to be present in the world of football with its new campaign, entitled “Champions of Qatar Street”.
The creative process of the campaign involved a search through the streets of Brazil and found Rua Catar, in the East Zone of So Paulo, a dead-end street that housed a soccer court with simple paintwork and PVC pipe beams. In addition to the court, the street also offered matches between lowland teams in the region, such as the Friends of Qatar.
The company took action and reformed the place, which received new beams and a painting with the brand’s visual identity, becoming the Pepsi Black Arena. The brand has also developed uniforms for the teams that use the court.
As part of the campaign, Pepsi organized the “Championship of Champions of Rua Qatar”, with lineups of players such as Cristiane Rozeira, Andressa Alves, Lo Moura and Cicinho. The matches lasted 20 minutes, divided into two halves and will be broadcast on Youtube and Twitch by streamer Gb0012 and commented by FefuxRibeiro.
The campaign also has a team of influencers and content generators, such as Fbio Brazza, Pedro Certezas and others. The publications will be on the official Pepsi channels and on the respective social networks of the participants.
The brand also counts on the participation of the former player and commentator, Denilson Show, as the main star, who will be deployed during the Championship matches.
“Pepsi has been betting on the football scene for a few years now and we couldn’t help but talk directly to this audience. We know that Brazilians have a passion for football and how special it is in everyone’s life, so we celebrate with a unique campaign that brings a lot of celebration and joy. to the public”, said Diego Bastian, marketing manager for Pepsi in Brazil.
