Pepsi Champions League 2018 campaign
Pepsi also extended its “Love It. Live It.” campaign to a series of limited-edition cans, distributed in over sixty countries.
In 2018, as part of its official partnership with the UEFA Champions League, Pepsi launched the campaign “Love It. Live It. Football.” using the Sofia Pro typeface family as its primary typographic element. This worldwide campaign featured iconic players such as Lionel Messi, Marcelo, Toni Kroos, Carli Lloyd, and Dele Alli. The slogan “LOVE IT, LIVE IT” appeared in all-caps Sofia Pro Black, giving the brand a bold and cohesive visual presence.
Pepsi rolled out this typographic identity across all visual materials, including packaging, limited-edition cans, and a commercial aired in multiple countries. The ad showed the players taking part in an impromptu street match using paint-filled blue balls, symbolizing the energy and passion of football.
To enhance the visual impact, black-and-white portraits of the players were shot by photographer Danny Clinch and then transformed into unique artworks by local artists from the players’ home countries.
The logo for the UEFA Champions League Final in Kiev (not part of Pepsi’s campaign) is based on Oksana Text.
In 2018, during the UEFA Champions League final in Kyiv, Pepsi brought its “Love It. Live It.” campaign to life through a unique immersive experience designed by creative director Edmund Sorrell. The core concept offered a 360° interactive journey, taking fans from spontaneous street-style play to the intensity of the stadium, allowing them to experience football in an authentic way and feel closer to their football idols.
A 360° interactive football game takes players from honing skills on the streets to the pressure of the stadium.
Pepsi also extended its “Love It. Live It.” campaign to a series of limited-edition cans, distributed in over sixty countries. Each can featured the portrait of a star player such as Lionel Messi, Marcelo, Toni Kroos, Carli Lloyd or Dele Alli, combined with graphic elements inspired by their cultural backgrounds. Designed as collectible items, these cans reinforced the campaign’s visual identity while offering fans a tangible way to celebrate their love for football.
Totem created with Sofia Pro for the VIP hospitality at UEFA Champions League Final in Kiev by Design Group Italia.
