Pepsi’s latest move to appoint Vinicius Jr. as its global ambassador is a strategic step that intertwines nostalgia, football, and contemporary branding. The collaboration with Art of Football for a collection reminiscent of the brand’s early 2000s football ads serves as a fitting backdrop for this announcement, aligning with Pepsi’s rich history in football advertising.
Vinicius Jr.’s appointment follows in the footsteps of Ronaldinho, underlining Pepsi’s commitment to Brazilian football talent and its association with dynamic, charismatic figures. The choice of Vinicius Jr., a rising star from both Real Madrid and the Brazilian national team, reflects Pepsi’s aim to resonate with a new generation of football enthusiasts while still tapping into the nostalgia of its past campaigns.
The TV ad ‘Nutmeg Royale,’ a throwback to Pepsi’s iconic early 2000s spots featuring football legends like Beckham, Henry, Totti, and Ronaldinho, further emphasizes the brand’s legacy in football marketing. By bringing together past and present, Pepsi creates a narrative that bridges generations of football fans while maintaining its relevance in today’s cultural landscape.
Overall, Pepsi’s partnership with Vinicius Jr. and the collaboration with Art of Football not only celebrates the brand’s history but also signals its continued commitment to football as a cornerstone of its marketing strategy.
The Pepsi x [AoF] collection builds upon last year’s collaboration with Golden Cabane, paying tribute to Pepsi’s iconic 2000s football strip introduced two decades ago. Featuring retro-inspired designs, the collection includes co-branded accessories like bucket hats, shoulder bags, and totes, along with a reimagined version of Pepsi’s early 2000s football jersey.
Eagle-eyed viewers may have noticed the new shirt in the ‘Nutmeg Royale’ ad, which coincidentally showcased the return of the legendary Ronaldinho. Now, Vinicius Jr., one of the most promising talents in global football, joins his compatriots Ronaldinho and Lionel Messi as Pepsi’s newest global brand ambassador.
Recently crowned as Real Madrid’s Young Player of the Season and hailed for his pivotal role in securing Real Madrid’s 14th UEFA Champions League title by scoring the winning goal in the final, Vinicius Jr. epitomizes what Pepsi terms ‘Generation Thirsty.’ His global impact both on and off the field, coupled with his personal style and love of design, make him an ideal partner to stand alongside Ronaldinho and Messi.
We had the opportunity to catch up with Vinicius Jr., who was impeccably dressed in bespoke garments from the brand new Pepsi x [AoF] collection, including the reimagined kit that gained fame for Pepsi 20 years ago. During our conversation, we delved into what his new role with the brand signifies for him, considering the illustrious footsteps he’s following in. Additionally, we discussed his passion for fashion and his aspirations of representing Brazil in the World Cup.