New "Live For Now" Spot Features Pop Stars One Direction and NFL Quarterback Drew Brees
PURCHASE, NY, Oct. 16, 2012 /CNW/ - Pepsi has announced that it has teamed up with chart-topping pop stars One Direction and NFL icon Drew Brees for the latest extension of its "Live For Now" campaign.
In the U.S. the ad will debut on Pepsi social media channels and will air concurrently through the MLB Playoffs, World Series, NFL season and THE X FACTOR, the new creative launches with a :30 ad, titled "Showdown" that features an exciting head-to-head competition between Brees and One Direction.
In Canada, the ad will debut Wednesday October 17th during THE X FACTOR broadcast on CTV.
Meeting in the green room of a fictitious TV talk show, the award-winning band and the football legend engage in a battle of one-upmanship, trying to prove who truly deserves a refreshing Pepsi more. The spot features both sides challenging each other to give up the coveted can of Pepsi for a chance to experience a "Live For Now" moment. Who wins? You'll have to tune in to find out!
The campaign, which will include television ads and digital content, was produced by TBWA/ Chiat Day, directed by Baker Smith and features One Direction's chart-topping single "Live While We're Young."
"Music and sports are at the core of the Pepsi DNA," said Angelique Krembs, VP Marketing, Pepsi. "This campaign brings together iconic figures from both of those worlds in a fun and memorable way that only Pepsi could deliver."
In addition, Pepsi fans who "Shazam" the new spot on both TV or online will be able to view exclusive content and link back to iTunes to buy One Direction's new single "Live While We're Young."
Earlier this year Pepsi launched "Live For Now," its first global campaign, which invites and inspires consumers to live fully engaged in the moment. Pepsi's partnerships with THE X FACTOR and the NFL provide ideal platforms for the brand to continue curating unique "NOW" moments for consumers.
Tune in to THE X FACTOR® on Wednesday, Oct. 17 (8:00PM EST) on CTV, when the new ad is unveiled during the telecast of the show or look for it online on Pepsi.com.
Follow Pepsi on Twitter.com/Pepsi and join the conversation with @pepsi on www.pepsi.com, #1DB.
About One Direction
One Direction were discovered in 2010 on the "X Factor" in the United Kingdom. The band quickly gained a following becoming one of the competition's most popular acts of all time, finishing in the final three and garnering a gigantic and loyal fan-base along the way. In March 2012, One Direction's debut album "Up All Night" made US history as the first time a UK group's debut album entered the US Billboard 200 chart at No. 1. One Direction have sold over 12 million records worldwide. On November 13th, 2012 the band will release their sophomore album, "Take Me Home" which includes the first single "Live While We're Young." One Direction are Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson.
For more information on One Direction, visit http://www.onedirectionmusic.com
About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola - make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also, means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
Video with caption: "Video: Pepsi Showdown feat. One Direction & Drew Brees". Video available at: http://www.youtube.com/watch?v=W026pZx69zE
SOURCE: PEPSICO CANADA
Please contact:
Michelle Saba
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(905) 949-8255 ext. 242
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