Pepsi Regular: Africa

The global campaign, fronted by eight of the world's greatest footballers; Lionel Messi, Thierry Henry, Frank Lampard, Ricardo Kaka, Fernando Torres, Didier Drogba, Michael Ballack and Andrei Arshavin is an extension of the brand’s current 'Refresh Your World' campaign, which encourages youth to have a positive impact on the world in which they live. In the spirit of this, the key elements of the innovative campaign are designed to engage football fans everywhere as well as enable them to drive positive change in the African continent.

What’s more, Pepsi takes its global football superstars away from the pitch to discover how they refresh their worlds outside of the football arena. From Kaka's passion to protect the rainforest to Henry’s dedication to support underprivileged children, the players show another side of their game in a series of personal stories on what inspires them. The short and insightful monologues are available for consumers to view online now at www.refreshyourworld.com and will appear on pack from February 2010.

A key component of the football campaign is a global collaboration with EDUN LIVE, the T-shirt division of the ethical fashion brand EDUN. This 'grow to sew' African-produced tee was designed exclusively for Pepsi. EDUN Apparel was created in 2005 by Bono and his wife Ali Hewson, the company’s mission being to help build Africa as a viable source of production for fashion products.

View the Pepsi spot on You Tube: http://www.youtube.com/pepsifootball