PepsiCo has launched scannable packaging for Pepsi Max in the UK as part of a cash giveaway for its UEFA Champions League sponsorship.
Consumers scan an on-pack QR code to instantly find out if they have won a cash sum of GBP10, 20 or 100. The packs feature images of football stars Lionel Messi, Paul Pogba, and – to celebrate Pepsi Max’s first year as sponsor of the Women’s Champions League – Shanice van de Sanden.
The competition covers Pepsi Max 33cl cans, 50cl and two-litre bottles across UK retailers until the end of July. It is supported by TV, online and social media platform advertising and promotion.
This year’s Champions League final will be an all-English affair as Manchester City take on Chelsea in Istanbul on May 29. PepsiCo started sponsoring the club tournament in 2015.
Last month, Heineken, a 26-year sponsor of the UEFA Champions League, poked fun at the collapse of the European Super League, an attempted breakaway tournament that collapsed after just 48 hours.