A Pepsi Black is an official sponsor of UEFA Champions Leagueand to activate the sponsorship he decided to remember an iconic moment in his career Vini Jr., global brand ambassador and one of the main players in the competition. In 2019, newly arrived in Spain, when asked about the result of the match in a post-match interview, Vini responded with all his “portunhol” and flexibility, which tried to “meteli o goli”, in reference to scoring a goal. It didn’t take long for the interview to go viral and the term “meteli o goli” became a meme among the athlete’s fans. To relive this viral moment, Pepsi and Vini Jr. recreated the interview and Vini managed to ‘Meteli o Gole’ on Pepsi Black.
The campaign film remade the interview along the same lines as the original: typical backdrop for the games, same clothes and even the same Spanish reporter. The journalist asks Vini’s opinion on the match and he promptly responds that he couldn’t “get the goli”, but that now he can “get the gole”. The reporter doesn’t understand the expression and he explains: “Yes, yes. I took a sip of Pepsi Black.” The campaign speaks directly to the attitudinal platform and brand positioning in Brazil, with ‘TOMA ESSA’, which brings in its essence boldness, attitude and entertainment, trademarks of Pepsi.
“Pepsi Black has intensity as its DNA, whether in flavor or attitude, which translates into our TAKE ESSA, as does Vini, who is the brand’s official ambassador and shares the same boldness that we value. It was fun for us to recreate this moment that was certainly memorable in Vini’s career, and we hope that our consumers also have fun remembering the meme and enjoy the UEFA games with Pepsi”, says Mariana Gomes, Pepsi Marketing Manager .
Vinicius Jr. highlights what it was like to participate in this campaign and relive this fun part of his career.
“It was nostalgic to be able to remember that moment and look back at everything I have built in my career since then. I hope to continue “getting goals” in the sport, bringing joy to the public, and maintaining relevant partnerships that have a lot of synergy with what I believe in, like the one I have with Pepsi”, highlighted the player.
To take the conversation to social media, Pepsi Black bet on a squad of influencers who know everything about football and reviews: Bira (Desimpedidos), Enzo Campos, Jhonatas de Castro and others. This team is already engaged in the championship and publishing content about the championship and Pepsi Black.
The campaign’s media strategy was designed to impact the public throughout the brand’s activation journey. It includes multiple channels and has been underway since the beginning of the competition, with insertions on open TV, OOH media in several cities in Brazil, Spotify and content players such as Podpah, Na Quebrada and 90 minutes. To find out more, follow the brand’s official profile @pepsibr. Check out the campaign video.
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