PepsiCo launches celebrity social network

PepsiCo International is launching a social networking site focused on global sports stars and celebrities. It will be supported by a major advertising campaign.

The ad campaign will be rolled out in stages, kicking off today (March 17) in Europe followed by the UK next month. The focus will be around football stars including David Beckham (pictured), Thierry Henry and Cesc Fabregas. The campaign includes TV, print, outdoor and in-store promotions. It is thought that the campaign has been created by BBDO New York and it will run across TV, print, outdoor and in-store promotions,

The social networking site,, created in conjunction with Youniverse, a software developer and social network, will offer users exclusive footage and downloads. It will also allow people to compare themselves with their favourite sports stars using the site’s visualDNA technology.

The company’s advertising will focus on specific themes such as music and “hopes and dreams” this year and this will also be reflected on the site.

PepsiCo’s tie up with Youniverse has been led by the food and beverage company’s digital media agency, Safari Sundays. Youniverse develops software for brands that allows users to build an online personality using pictures. It is used by sites such as to allow users to find products that suit their style.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here