Pepsi has launched a hashtag challenge on TikTok, giving fans the chance to interact with football heroes including Lionel Messi, Paul Pogba, Shanice van de Sanden, and Jadon Sancho via a ‘Duet’.
The #PepsiChallenge, developed in partnership with football platform Copa90, encourages fans to demonstrate their own skills and tricks alongside their football favourites in a split-screen video. To duet with one of the featured players, fans have to search for #PepsiChallenge on TikTok and select the player they want to pair with via the @PepsiGlobal TikTok channel.
“At Pepsi, entertainment is at the heart of everything we do, and TikTok is the perfect platform for endless entertainment,” said Aman Matharu, Director of Digital Transformation & Marketing Capability for Global Beverages at PepsiCo. “It’s also great for discovery, so we’re bringing the biggest players with the hottest new track to give fans a chance to express themselves with their idols. We can’t wait to see the creativity.”
The challenge is part of the 2021 Pepsi football campaign, ‘Music Keeps Us Fizzing’, which features a series of both individual and paired videos of Messi, Pogba, Van de Sanden, and Sancho showing off their talents.
Each video includes audio from Becky G and Burna Boy’s latest track, ‘Rotate’. Pepsi is also working with football creators to support the campaign, including football freestyler and presenter Ben Black (@ben) and football creator and freestyler Jenifer Rosas (@jenifer.rosas).