Pepsi’s “bold reimagining” of women’s football marketing is part of its ongoing commitment to the game, says senior marketing director Cathy Graham Kidd.
What would it look like if female footballers had always been given the big-budget marketing campaigns of the men’s game?
In its latest campaign, ‘Refresh the Game’, Pepsi offers an answer to this question. Spotlighting a squad of players, including England footballers Lauren James and Leah Williamson, the film inserts them into “iconic” Pepsi football moments, from Pelé’s ‘Join the Pepsi Generation’ 1974 film to David Beckham’s 2003 cowboy-themed spot for the brand, ‘Wild West’.
Pepsi wants to “celebrate these women, celebrate their personalities, their spirit, their skills,” with the campaign, says senior marketing director Cathy Graham Kidd, “but do it in a way that is reflective of this incredible, rich history that we have as a brand.”
