PepsiCo Sports Sponsorship Campaigns

Case Study 03

PepsiCo Sports Sponsorship Campaigns

Participants

Creative Direction (JD&Co.) — Dakyung Lee, Jong Woo Si, Catherine Wyatt
Lead Design — Aage Vetter, Danie Suk
Design — Danie Suk, Katie Medina, Steve Snygin
Copywriting — Marisa Robinson
Animations/Video Editing — Steve Snygin

Project Overview: PepsiCo has partnered with JD&Co. to create compelling campaigns for their sports sponsorships, including the PGA and Ryder Cup golf tournaments, and a UEFA Champions League (UCL) campaign featuring Manchester United midfielder Paul Pogba. These dynamic campaigns significantly boosted brand engagement for PepsiCo.

Services: Branding / Food & Beverage / Social

Share This

PepsiCo's "Score with Pogba" Branding — Logo Design

The Challenge

PepsiCo kicked off numerous initiatives to create exciting content for both on-site and online activations as part of their sports sponsorships. These initiatives aimed to captivate sports fans and boost sales for PepsiCo and their partners, KFC, and Pizza Hut.

PepsiCo Sports Sponsorship Campaigns — PepsiCo's "Score with Pogba" Branding — Look and Feel

The Solution

Ryder Cup: JD&Co. helped PepsiCo welcome Ryder Cup attendants to the tournament with a host of creative including airport banners, chalet walls, and t-shirts. A dynamic pattern of golf balls was the star, celebrating the event in a joyful, energetic way.

UCL sponsorship: PepsiCo invited fans to “Score with Pogba” in an interactive augmented reality game. To support the campaign, we partnered closely with cross-functional teams at PepsiCo, Pizza Hut, and KFC to create the “Score With Pogba” logo, look and feel, microsite, and promotional emails.

PGA Championship: For the PGA Championship, JD&Co. dressed the tournament area with catchy taglines that greeted fans coming to Tulsa. We also gave traditional Pepsi colors the Tulsa treatment with textures that drew inspiration from the PGA Southern Hills topography.

The Results

The ownable campaign look and voice for the Ryder Cup and PGA Championship were extended across multiple channels, including out-of-home (OOH) advertising, point-of-sale (POS) displays, merchandising, and more. The ‘Score with Pogba’ campaign achieved a 23% year-over-year increase in experiential fan engagement. Additionally, over 100 markets utilized the POS templates to promote the Pizza Hut and KFC bundles, amplifying the campaign’s reach and effectiveness.