Pepsi and Coke are slugging it out around the most global of stages: this summer's World Cup in Brazil.
With Coca-Cola as an ongoing main sponsor for the World Cup, Pepsi is again launching an attempt to draw attention to its own brand with major figures from the sport — without mentioning the every-four-year event, of course.
For the third tournament, Coca-Cola has been taking the World Cup trophy around the world in a highly publicized tour. Pepsi announced Thursday that its campaign would include Argentina forward Lionel Messi and 18 rivals including Brazil defender David Luiz, Netherlands striker Robin Van Persie and U.S. attacker Clint Dempsey. The superstars also include England midfielder Jack Wilshere, Spain defender Sergio Ramos and Belgium defender Vincent Kompany.
Some of the stars play together for their clubs as well as joining in the advertising campaign. Argentina striker Sergio Aguero, a Manchester City teammate of Kompany, said players realize that they'll soon be sworn rivals.
"Obviously we talk about it. We joke between us on who will have to face whom during a World Cup game," he told The Associated Press. "Of course we have many players in Manchester City participating in the World Cup. I have to face (Bosnia striker Edin) Dzeko. But all games are difficult."
Added David Luiz, who plays for Chelsea and Brazil's national team: "I can't wait to join fans from across the world and celebrate a big year for football."
The World Cup — to be played this June and July — is one of the biggest occasions for advertisers to reach a global audience. Prior to the last World Cup in 2010, Pepsi launched a major campaign to draw attention from Coca-Cola's sponsorship of the event in South Africa. Coca-Cola has extended its World Cup sponsorship deal until after the 2022 World Cup in Qatar.
Mike Pierantozzi joins Movers+Shakers as exec creative director
Creative agency Movers+Shakers has appointed Mike Pierantozzi as executive creative director. In this new role, he will help guide the creative direction of Movers+Shakers’ socially-native campaigns. Pierantozzi will report to co-founder and chief creative officer Geoffrey Goldberg.
With nearly two decades of experience as a copywriter, creative director, and multi-platform storyteller, Pierantozzi brings a wealth of knowledge from his work with major brands including Kraft, Unilever, IBM, and Walmart. He has led the creation of award-winning campaigns for agencies like Red Tettemer, Ogilvy, The Brooklyn Brothers, TAXI, Saatchi & Saatchi, and most recently, Vayner, where he spearheaded culturally iconic work for Planters including “Death of Mr. Peanut.” He led the National Down Syndrome Society and Luvs account, whose “First Kid. Second Kid” campaign was awarded by the Effies, ADC, Clios and LIAs.
Outside of the office, Pierantozzi practices what he teaches brands. He’s gone viral multiple times on his own TikTok account, featuring comedic interactions with his son and a trombone. He’s accumulated 15K followers on TikTok.
“Mike brings a rare and awesome combination of deep social and platform experience, a keen eye for excellent storytelling, and a humble and kind approach to leadership,” said Goldberg. “Mike’s got a knack for turning brand stories into cultural movements, making him the perfect fit for Movers+Shakers. He’s got the kind of bold vision and attention to culture that fits perfectly with our mission to push creative boundaries and drive industry firsts. Plus, as a creator himself he has the innate ability to make people stop, laugh, and share--which is exactly what we’re about.”
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