Pepsi Max is launching a new global tagline and “international brand philosophy”, backed by a campaign celebrating the company’s footballing heritage.
The drinks giant claims the ‘Thirsty For More’ tagline will “celebrate and reward those who pursue their curiosity to experience the exciting and unexpected”.
The brand has released a teaser for the campaign, featuring football stars Lionel Messi, Ronaldinho and Paul Pogba. Some markets have already started to launch local campaigns under the new tagline, with Pepsi Max in Egypt running one such campaign in late 2021 fronted by Egyptian football star Mohamed Salah.
The new global push comes ahead of the FIFA World Cup in Qatar, which gets underway on 20 November. The film pays homage to the brand’s heritage of advertising around football, including a nod to the 2002 Pepsi Max football jersey.
The brand said the wider Thirsty For More positioning will come to life through a range of experiences and content across consumer passion points, including football and music.
“At Pepsi Max, our brand DNA has always been fuelled by youth culture – whether that’s being at the forefront of product innovation or tapping into what moves culture to shape our epic entertainment experiences,” says Pepsi Max senior director of global marketing, Gustavo Reyna.
“Thirsty for More is our commitment to celebrating the never-ending desire of those who challenge the expected and want to have fun, while driving deeper connections with our consumers through a shared passion for things like football and music, unique experiences and of course, the best tasting cola.”