PepsiCo sports ambassadors to appear in unbranded Play4Life ads


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.




Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands