Pepsi Max is launching a new advertising campaign featuring football starts Messi, Drogba, Henry, Lampard and Fernando Torres in a new body paint campaign. The Africa-theme marketing campaign is due to launch this summer.

Coca-Cola is one of the official sponsors for the 2010 FIFA World Cup in South Africa but Pepsi’s body paint campaign is an attempt to take awareness away from its rivals.

The body paint campaign forms part of the overall Pepsi Max marketing strategy, which includes the latest Pepsi Max TV commercial. This new TV advert filmed in Africa will show the footballers covered in body paint aiming to reveal “their true colours” and showcases the Max players’ talents.

Didier Drogba who features in the yet unseen film said:

“When Pepsi MAX first approached me with the idea of using body paint as a way to bring to life their campaign this year I thought it was brilliant idea. In every football stadium around the world you see colour in the stands, but more so in African Stadiums where fans often use body paint to show their support for their team. Putting paint on the players was a great way to show our love for the game and I think the results are amazing.”

Earlier this year, Pepsi Max launched a soundtrack ‘Oh Africa’ by Akon, Keri Hilson and the Soweto Gospel Choir. Didier Drogba and Fernando Torres appear in the music video. The track will be the anthem for the new TV commercial this summer and is already available for download online.

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