Pepsi kicks off an epic, star-studded NFL campaign inspired by ‘Gladiator II’. NFL stars, including Travis Kelce, battle in a colosseum, and Megan Thee Stallion remakes “We Will Rock You” in a new anthem spot.
- Pepsi is celebrating the start of the 2024 NFL season and upcoming theatrical release of “Gladiator II” with a new campaign, “Make Your Gameday Epic,” per a press release.
- In an epic 3-minute video, Megan Thee Stallion raps a new version of Queen’s iconic “We Will Rock You” as NFL stars Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce battle in a colosseum that eventually transforms into a football stadium.
- The campaign also includes a selfie generator tool, augmented reality equipped “talking” cans, retail elements and a Fandango offer. It demonstrates how major marketers are bringing together sports and culture marketing.
Pepsi kicks off epic, star-studded NFL campaign inspired by ‘Gladiator II’
Dive Insight:
Pepsi is calling for an all-in blitz on pop culture with “Make Your Gameday Epic,” a campaign that transports superstars from the NFL, pop music and television to a world inspired by “Gladiator II,” the highly-anticipated sequel to Ridley Scott’s 2000 film that releases Nov. 22. The effort also nods to a meme about how often men think about the Roman Empire that first gained steam on TikTok last year.
In the 3-minute anthem spot, Lamorne Morris (“New Girl”) and Jake Lacy (“The White Lotus”) discuss fantasy football before looking into a Pepsi can that transforms into a colosseum. The actors have a front-row seat as NFL superstars (or “Gridiron Gladiators”) battle tigers while “Empress” Megan Thee Stallion raps over “We Will Rock You.” Eventually, the Colosseum becomes a football stadium and then a Pepsi can, with Kelce quoting an iconic line from the original “Gladiator:” “Are you not entertained?”
“This gladiator-inspired campaign is a continuation of our brand’s long history of being on the forefront of culture, collaborating with iconic artists, and celebrating football,” said Jenny Danzi, head of brand marketing at Pepsi, in a press statement. “Consumers are going to see the scale of this campaign everywhere they shop, making sure everyone is getting ready for gameday this fall with football, food, and ice-cold Pepsi.”
The video was produced by Ridley Scott Associates, Paramount Brand Studio, and directed by Jake Scott in collaboration with Paramount Pictures.
To extend the campaign beyond the screen, Pepsi has planned several digital and in-person activations. A “My Roman Empire” tool lets consumers turn selfies into gladiator or Roman Royalty portraits, while limited-edition 16-ounce cans, available via sweepstakes, bring on-set content to life via AR. The campaign also includes English and Spanish in-store displays and an offer that gives consumers a $10 Fandango movie reward when they buy $20 worth of Pepsi products.
For her part, Megan Thee Stallion’s version of “We Will Rock You” is available on streaming platforms. The rap star will host the 2024 MTV VMAs on Sept. 11, which will include a “Gladiator-themed moment.” The musical element ties back to a similar campaign that launched nearly 20 years ago featuring Beyoncé, Britney Spears and Pink that also reworked “We Will Rock You” in a gladiator-inspired setting. While often misremembered as a Super Bowl ad, that campaign never aired in America.
Pepsi’s NFL campaign comes on the same day as sister brand Tostitos launches its biggest NFL campaign to date, meant to shore up the brand’s position as Official Chip and Dip of the NFL. PepsiCo’s Frito-Lay and beverages divisions last year united for a campaign that “unretired” NFL legends Dan Marino, Emmitt Smith, Jerry Rice and Randy Moss, among others.
The article appeared on Marketing Dive on Sept. 5, 2024 – https://www.marketingdive.com/news/pepsi-nfl-gladiator-megan-thee-stallion-travis-kelce-campaign/726144/