PepsiCo sports ambassadors to appear in unbranded Play4Life ads

Change4Life
Change4Life

LONDON - PepsiCo is to support the Play4Life sub-brand of the government's Change4Life initiative with an unbranded campaign later this summer.

The food and drinks manufacturer will back Play4Life by using its contracted sports stars in ads to promote the benefits of active play. A spokeswoman for PepsiCo said it had not yet confirmed which of its ambassadors would appear in the outdoor ads.

The company is currently promoting its Gatorade sports-drink brand with an integrated push called 'We love sweat', featuring Jamaican Olympic gold medal-winning sprinter Usain Bolt, Brazilian footballer Kaka and England rugby player Delon Armitage.

It is possible that PepsiCo will extend the Play4Life work with viral videos and PR activity. However, it is not yet known whether the activity could also include a TV campaign.

Pepsi is also considering using Play4Life signage at some of its Gatorade-sponsored UK sporting events, which include the Mazda London Triathlon. The brand is also a sponsor of Chelsea FC.

PepsiCo supports Breakfast4Life, another plank of Change4Life, through its Tropicana and Quaker brands, providing free products for schools in underprivileged areas.

 

 

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