The Kick Off Show by Pepsi

Brand Partnerships//
Content Production//

The Brief

As a brand which is world-renowned for sports and music crossovers, we were tasked with driving tune-in and brand awareness for the Kick Off Show by Pepsi, which would take place just moments before the 2023 UEFA Champions League Final got underway.

The Insight

We wanted to build on the history that Pepsi has in the sports entertainment space with a sustained and exhilarating campaign. To create a steady drumbeat of conversation, we were tasked with creating an unmissable always-on media presence that took modern-day football and music fans on the journey of the 2023 Kick Off Show.

The Creative

We kicked our exciting 2023 campaign off by announcing that Burna Boy would co-headline the Kick Off Show. We reached millions of fans via a bespoke PR teaser image posted on Burna’s Instagram and Twitter, and we secured headlines and interviews in leading global music, lifestyle and sports titles – ensuring the news was truly unmissable!

Phase two kicked off in style, with LATAM music sensation Anitta posting a teaser image on her Instagram informing fans that a special announcement would drop the following day. With her fanbase in a frenzy, we then saw titles around the world share the news that Anitta would be co-headlining the Kick Off Show alongside Burna Boy. 

To keep conversations brewing in the run-up to the Kick Off Show, we announced Swedish DJ and producer Alesso as a special guest, securing another spike in music and sports titles as the big date approached. 

The team then travelled out to Istanbul; hosting a media day at a Pepsi-branded space within the Atatürk Olympic Stadium, where artists spoke to the world’s broadcast media for a series of interviews that drove hype and excitement for the performance.

Music and sports news titles were then quick to laud the performance itself, using our epic show photography to tell the story of what went down in Istanbul. To cap off an epic campaign, we paired Burna Boy with CBS’ footballing royalty Thierry Henry, Jamie Carrager, Micah Richards and Peter Schmeichel for a post-match interview that went viral (10M views and counting!), showcasing exactly why Pepsi is at the heart of football and music culture.

The Results

  • Total pieces of coverage: 1,900+
  • Interviews secured with: 433, Elle, FourFourTwo, VERSUS, CBS, Sports Industry Group, The Drum and more!
  • Sentiment: 100% positive / neutral
  • Secured coverage within a range of culture-led outlets including Versus, Hypebeast, Billboard, Complex, NME, Clash and many more.
  • Over
    1,900 pieces
    of coverage
  • Sentiment
    positive or neutral
  • CBS interview viewed
    over 10 million