That PEPSI has been betting on football for some years is already known to the public. Now the brand takes another step to reinforce its position within this universe and express its #TomaEssa concept with the launch of the “Campeões da Rua Qatar” campaign.
The creative process of the campaign involved a search for the streets of Brazil and found, in São Paulo, in the heart of Cidade Tiradentes, East Zone of the city, Rua Catar, a dead end street that housed a soccer field with simple painting and beams made of PVC pipe, and in addition to the court, the street also offered matches between teams from the region’s floodplains, such as Amigos da Qatar.
PEPSI Black found the perfect place to promote a major overhaul aimed at residents of the region who use the space for sports and leisure. The environment received a beautiful renovation, with new beams, which were painted with the brand’s visual identity, becoming the PEPSI Black Arena. The brand even developed uniforms and supplied items to make football on Rua Qatar much more #TomaEssa.
As part of the campaign and following PEPSI’s attitudinal platform, which understands that life has different flavors for different people and speaks precisely to those who are not afraid to be who they are, the brand organized the Qatar Street Champions Championship, in which a lineup of players, such as – Cristiane Rozeira, Andressa Alves, Léo Moura and Cicinho, led the teams of local players in the region.
The matches lasted 20 minutes, divided into two halves and will be broadcast, in addition to being commented on via Youtube and Twitch by streamer Gb0012 and commented on by FefuxRibeiro, so that the public does not miss any bids and can follow up close what happened there.
The campaign also has a team of influencers and content generators, such as Fábio Brazza, Pedro Certezas, among others, who will help the brand to reverberate the exciting matches – which feature the campaign’s star cast and also the team captains floodplain – filmed at PEPSI Black Arena. The publications will be on the official channels of PEPSI and on the respective social networks of the participants.
The player Andressa Alves says:
“If you ask me where I get the most goosebumps going in to play, whether it’s here or on a professional field, I’ll tell you that, for sure, it’s here. It seems that I’m going back to my origins, with the people on the street vibrating, it was very beautiful. Mainly because we know how everyone here is running to be something, to become something.”
The campaign is launched in Brazil with a film that talks directly to the big event and brings as a creative motto the summoning of players in a unique and intense championship that takes place in different situations. 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.
Diego Bastian, marketing manager for PEPSI in Brazil, says:
“PEPSI has been betting on the football scene for a few years and we couldn’t help but talk directly to this audience. We know about the passion of Brazilians 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.”
Now, continuing the campaign, PEPSI Black will promote a championship with eight floodplain teams from the Rua Qatar region that were selected by the brand. The tournament
started last Saturday, the 19th, and there will be one more stage on the 26th, before the semifinal and the grand final, which take place on December 3, 2022, in which three finalists will be awarded.
To learn more and follow the campaign, follow PEPSI’s profile on Instagram, Twitter and Facebook.
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The post PEPSI Black puts a street in the east side of São Paulo on the map and launches the campaign “Campeões da Rua Qatar” appeared first on ADNEWS.
