Updated: Pepsi’s Kick in the Mix campaign recruits Lionel Messi for 2012 campaign


(adds info about the TV ad  – partially filmed in Romania – launch and statement from Romanian PepsiCo representatives)

Pepsi launched the new TV ad for 2012 football campaign “Kick In The Mix”, in which football players are getting outside the soccer field and play at a festival.

The ad – “Crowd Surfing” – mixes football and music and presents Lionel Messi, Didier Drogba, Fernando Torres, Frank Lampard and new recruits such as Sergio Agüero and  Jack Wilshere. The international DJ Calvin Harris is also casted in the commercial, entertaining the crowd with his new single “Let’s Go” feat. Ne-Yo – the official soundtrack of Pepsi 2012 campaign.

We are always trying to get over the limits and to create something amazing from a visual point of view, and this TV ad is no exception. The ad combines, in a funny way, the music and football and we hope our fans all over the world will be happy to watch it

Calin Clej

Marketing Manager Beverages PepsiCo Romania

The TV ad – that included some filming done at Romanian Buftea Studios in December 2011, according to a press release –  will be broadcasted globally starting April 2012.

In February, it was annouced that Lionel Messi – triple “Football player of the year” awarded – joins Drogba, Lampard and  Torres and the new Pepsi team  -Jack Wilshere, Sergio “Kun” Agüero and Calvin Harris – in Pepsi football campaign for 2012

This year’s campaign, “Kick In The Mix”, mixes footbal and music, with Pepsi international stars bringing the game magic outside the playing field.

Pepsi players, including Lionel Messi, Didier Drogba, Fernando Torres and Frank Lampard, are joined by promising talents such as Wilshere and Agüero.

The campaign includes a TV commercial that presents football players on a different place than the football field: a beach festival where music and fans are taking over the game.

Pepsi’s international campaign will include TV, PR, digital activities and special in-store executions.