Pepsi Relaunches International Strategy With Star-Studded Soccer Spot

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

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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.

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