Pepsi MAX is launching a major retail and digital activation ahead of the World Cup under its light-hearted Pepsi Football Nation platform.
The campaign centres on the Nation’s Rule #16: ‘We always have chilled Pepsi ready’ and brings special-edition football-themed cans into stores. A total of 86 million cans are being distributed, including 150,000 ‘Perfect Chilled’ variants designed to drive shopper engagement.
The limited-edition 330ml cans feature thermochromic ink that begins to change at 12°C and turns blue at 8°C, indicating the optimal drinking temperature. Shoppers who find the rare cans can enter a competition to win prizes including £5,000 towards a home entertainment bundle, football tickets, branded merchandise and vouchers.
The cans are available nationwide now, with an RSP of £11.99 for an 18-pack and £15.29 for a 24-pack multipack.
Alongside the retail push, PepsiMAX has introduced a browser extension designed to engage football fans online. Compatible with Chrome and Firefox, the free tool replaces the word ‘soccer’ with ‘football’ across webpages, reflecting Rule #1: ‘It’s Football, Not Soccer’.
