Challenge

As proud sponsors of both the Men’s and Women’s UEFA Champions League, and the upcoming UEFA Women’s Euro 2025, Pepsi set out to do more than just show up—they wanted to celebrate. The goal: honour the unique spirit of each host city and country through culturally resonant design.

The challenge was to create limited-edition packaging that could launch in each market—amplifying a global campaign while staying deeply rooted in local insight and identity.

Outcome

We delivered three bespoke limited-edition designs, each infused with local flavour and creative pride. At the centre: the Pepsi Football Crest—reimagined through a lens of regional storytelling and bold illustration. More than just packaging, these designs became visual ambassadors for the campaign, embraced by local markets and scaled across digital, social, and out-of-home.

The impact was unmissable. Wherever football fans looked, Pepsi was there—loud, proud, and Thirsty For More!

Project scope

Creative Direction
Packaging