PepsiCo has released a football-focused activation for its namesake CSD brand, as it looks to tap into the global popularity of the sport.

The 2018 'Love It. Live It. Football' initiative includes a TV commercial, to be aired in 60 markets, featuring famous players. Digital and social media content as well as limited edition packs will also support the campaign. 

Football stars include five-time World Player of the Year Leo Messi, Brazilian defender Marcelo, German midfielder Toni Kroos, Women's Best Player of the Year Carli Lloyd and English star Dele Alli. 

The ad shows the players in a kick-about with fans - using paint-filled balls. 

The company will release further content throughout the year, including conversations with the players and UEFA Champions League Final access and entertainment. 

The campaign will run alongside Pepsi's official UEFA Champions League partnership. Last month, the company added a further three years to its tie-up with the soccer tournament.   

Expert analysis

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Battle of the Generations - The fight for iGen, Millennial, Gen X and Baby Boomer consumers

Different consumer age groups now have very different expectations and relationships with brands. Understanding what those are, and developing ways to influence them, is becoming increasingly crucial ...read more