Pepsi signs up Beckham and Henry for social networking drive

by Darren Davidson, Brand Republic 17-Mar-08, 09:10

LONDON - Pepsi is embracing social networking with a new website that allows users to set up their own profile and compare their interests with six of the world's biggest football stars, including David Beckham, Thierry Henry and Ronaldinho.

The team of six is completed by Cesc Fabregas, Lionel Messi and Frank Lampard, who will all star in a multimillion-pound TV ad set to be launched next month.

The new website, which features a section called 'Youniverse' where users can set up their own profile, features a behind-the-scenes video of the making of the ad, with commentary from all six footballers. It was created by British website developer Imagini.

The campaign is being launched to enable Pepsi to engage young consumers through the power of social networking.

The soft drinks giant is planning to add other celebrities, including musicians, to the social networking site in the coming months.

Separately, Pepsi has become embroiled in a row with retailers in the US over a recent ad campaign it launched in conjunction with online retailer Amazon.

The campaign is part of a drive to increase traffic to its recently launched music download site. It was backed by an ad featuring Justin Timberlake, which made its debut during the high profile Superbowl ad break in February.

The campaign has upset traditional high street retailers who account for the largest part of Pepsi 's sales.

The retailers are understood to be particularly upset about the prominence of Amazon logos on the back of cardboard multi-pack cartons that are stacked on the supermarket's shelves.

In a response to the outcry, Amazon's name has been removed from the front of Pepsi bottles carrying the logo.

Comments

Mackenziehead - 17/03/2008

Think Beckham and Henry are the lame ducks here compared to Fabregas and Messi who seem hotter and sharper at the moment. Suppose the former 2 would still have the higher awareness though.