Pepsi Relaunches International Strategy With Star-Studded Soccer Spot

Leo Messi, Ronaldinho and Paul Pogba front soda giant's first 'Thirsty for More' campaign

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

Pepsi is investing in a refreshed international brand strategy called “Thirsty for More” which will see it position itself as the soda of choice for young, adventurous consumers.

The drinks giant said in a statement it’s hoping to appeal to a demographic it called “Generation Thirsty” with a new creative north star that will unify its approach to advertising beyond the U.S.

Agencies in each market will create ads, content and experiences built around this positioning, with a particular focus on leaning into fandoms around verticals like sports and music.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in