Pepsi MAX has kicked off its partnership with football-themed simulation video game EA SPORTS FC 24 with an on-pack promotion that gives shoppers the chance to win in-game rewards with every participating product.
The campaign aims to drive excitement for shoppers in-store, encourage impulse sales and increase basket spend among football fans and gamers on-the-go.
The promotion is available across all Pepsi MAX core, Pepsi MAX Cherry and Pepsi MAX Lime 500ml bottles. Running until 31 December, the brand stated that the promotion provides another reason for shoppers to pick up on-the-go formats and aims to help retailers capitalise on the category’s success and drive even more purchases.
Alongside in-store point of sale (POS) and digital activity, repeat purchases will be encouraged by shoppers being able to receive up to ten in-game rewards during the promotional period.
EA SPORTS FC, previously branded as the FIFA videogame series, was the most popular game franchise in the UK in 2022, with over 5 million FIFA players in the UK.
NAM Implications:
- This campaign aims to drive excitement for shoppers in-store, encourage impulse sales and increase basket spend among football fans and gamers on-the-go.
- Pushes all the right buttons and a classic Pepsi support package.
- Patently rivals are checking their relative competitive appeal in the category.
