Pepsi’s “Now Is What You Make It”: When Football Met Culture on a Global Stage
How Pepsi Made Football Advertising More Than Just a Game
When global events like the FIFA World Cup roll around, the advertising world braces for a showdown as fierce as the action on the pitch. But in 2014, Pepsi didn’t just join the marketing scrum—it redefined the playbook.
With the launch of their campaign “Now Is What You Make It,” Pepsi blended sport, music, and street art into one immersive, interactive experience. This wasn’t just a campaign—it was a cultural moment. And while Pepsi wasn’t an official World Cup sponsor, it arguably created one of the most memorable activations of the tournament season.
The Spark: Turning a Soft Drink Into a Cultural Connector
Rather than simply stamping logos on stadium boards or sponsoring matches, Pepsi leaned into its long-standing relationship with pop culture and youth energy. Football may have been the foundation, but the message was much broader: every moment is what you make it.
The star-studded campaign featured football icons like Lionel Messi, Sergio Agüero, and Robin van Persie, as well as music artists like Janelle Monáe, whose reimagining of David Bowie’s Heroes added sonic power to the message. The spot begins with the unmistakable crack of a Pepsi can and launches into a rhythm of music and movement through the colourful streets of Rio.
An Interactive Journey Through Football, Music, and Art
What set this campaign apart was its interactivity. Viewers could explore a video adventure through Rio’s vibrant street life, clicking to change the storyline and uncover subplots. Built using Interlude technology, the spot allowed audiences to not just watch but shape their experience—an innovative approach for its time.
Behind the scenes, Pepsi collaborated with world-renowned creatives. An art initiative, The Art of Football, saw legendary street artists from different countries pairing up with the football stars to create unique, country-inspired portraits. This added another layer of depth, drawing in art lovers and extending the campaign’s cultural reach far beyond football fans.
Why It Worked: Pepsi Spoke to the Spirit of the Game
Pepsi didn’t try to compete with the official sponsors. Instead, it captured the spirit around the sport—the culture, the chaos, the energy in the streets. In doing so, it positioned itself not just as a drink, but as part of the lifestyle of football fans.
This type of sports activation shows that you don’t need to be on the pitch to be in the game. Through creative content, high-energy storytelling, and clever use of multimedia platforms, Pepsi made itself unforgettable during the world’s biggest sporting moment—without ever being an “official” part of it.
What Brands Can Learn from Pepsi’s Playbook
The success of “Now Is What You Make It” demonstrates the power of sports beyond the matchday sponsorships. It’s proof that when brands connect emotionally with fans—through music, culture, interactivity—they create something that lasts.
At World Sports Advertising, we help brands unlock these exact moments—whether it’s a pitch-side board, a shirt sponsorship, or a larger activation that spills into the streets. Sport gives brands a platform, but it’s how they use it that makes the difference.
Want to Create a Moment Like This for Your Brand?
If you’re looking to turn your brand into a story that fans remember, let’s talk. World Sports Advertising connects you with the world of sport—on and off the pitch. Contact us today and let’s make something unforgettable.