The UEFA Champions League Final is undoubtedly one of the most eagerly anticipated sporting events worldwide, drawing a staggering 380 million viewers from across 266 countries, including Guatemala. With such a massive global audience, it’s no wonder that numerous brands vie for a piece of the action by securing sponsorships. However, in a surprising turn of events, Pepsi found itself without any official team or player endorsements. Despite this setback, Pepsi ingeniously seized an opportunity related to one of the football world’s most renowned figures, Pep Guardiola, and leveraged it to create a buzz that resonated with fans around the globe.

Pepsi’s Stroke of Genius:
Faced with the absence of a team or player affiliation, Pepsi brainstormed a creative way to connect with football enthusiasts during the UEFA Champions League Final. The solution? Capitalize on the fortuitous similarity between their brand name and that of Pep Guardiola, one of the highest-paid and most famous soccer coaches globally.

The “Si, Pepsi” Challenge:
Pepsi’s masterstroke involved inviting their vast legion of followers to partake in the “Si, Pepsi” challenge. The premise was simple: whenever Pep Guardiola appeared on the screen during the match, fans were encouraged to snap a picture of him and add a “si” (yes) next to it while mentioning Pepsi in their posts. The incentive for participating in this fun and engaging challenge? The chance to win up to a year’s supply of free Pepsi.

Dominating the Conversation:
Pepsi’s strategic move not only resonated with football fans but also allowed the brand to dominate the conversation on the most popular sports-oriented social networks. By hacking into the ongoing discourse surrounding the game, Pepsi showcased its ability to make an impact during the UEFA Champions League Final without spending a dime on sponsorship. This savvy marketing tactic not only garnered attention but also cemented Pepsi’s association with the love of the sport.

Conclusion:
In a game where sponsorship deals often steal the limelight, Pepsi managed to emerge as a winner in its own right. Through a clever and timely marketing hack that capitalized on the coincidental resemblance between its name and Pep Guardiola’s, Pepsi proved that it could triumph in the final by playing the 90 minutes for free. More importantly, it demonstrated its genuine love for the beautiful game, leaving a lasting impression on football fans worldwide.

For football aficionados and Pepsi enthusiasts alike, this ingenious marketing campaign showcased that sometimes, all it takes to make a significant impact is a touch of creativity, a dash of wit, and a whole lot of passion—for the love of the game and, well, for Pepsi’s love.

Credits
Campaign: #PEP-SI
Agency: El taier DDB Centro
CEO: Manuel Madrid
VP Creative: Victor Pardo
Chief Creative Director: Juan Felipe Dueñas / Julián Núñez
Chief Executive Director: Héctor Oliveros
Creative Director: José Contreras
Art Director: Gino Cáceres Carbajo
Senior Copywriters: Arturo Chavarrria / David Romero Álvarez
Junior Copywriters: Ana Paula Escobar / Ronnie Valencia
Design: Iván Holguin / Lorena Guardado / Nifdel Rivera
Motion Design: Angelo Elias Jr.
Digital Director: Bryan Rodas
Account Director: Bárbara Lazo
Account Executive: Bruno Aguilar
Content Director: Rodrigo Hernández
Content Creator: Juanro Enriquez / Elisa Ajosal
Production Company: Oriental Films