Honey, It’s Home

Pepsi MAX celebrated football finally coming home at the UEFA Women’s EUROs this year with reactive projections appearing across the UK.

As a nod to the Lionesses, whose impeccable talent led to the monumental win, projections of the phrase “It’s Home” hit the hometowns of team captain and midfielder Leah Williamson, forward Nikita Parris, and defenders Millie Bright and Lucy Bronze. The projection also appeared across iconic national landmark, the White Cliffs of Dover.

We took the regional story nationwide by announcing the creative across trade and national titles, racking up 30+ pieces of coverage with a phenomenal total reach of 23M+. Key coverage included Marketing Week, Campaign and PR Week.

The activity followed the launch of Pepsi MAX’s inaugural episode of its ‘Icons Unlocked’ series which featured Williamson, Parris and Bright opening up about their lives off the pitch ahead of the UEFA Women’s EURO kick off match in the beginning of July.