Pepsi Max launches body paint ads with Henry and Torres

Pepsi Max is launching a new advertising campaign featuring footballers Lionel Messi, Didier Drogba, Frank Lampard, Fernando Torres and Thierry Henry, in a bid to take awareness away from rivals Coca-Cola, ahead of this summer’s World Cup.

The ad will show the players covered in body paint, demonstrating them showing “their true colours”.

The body paint campaign forms part of the overall 2010 Pepsi Max activity, which includes a TV ad set to launch this summer. The new TV commercial was filmed in Africa and showcases the player’s talents.

Earlier this year, Pepsi Max launched the track, ’Oh Africa’, which was recorded by Akon, Keri Hilson and the Soweto Gospel Choir.

The track will be the anthem for the new football TV commercial and is currently available for download online.

Ahmed Abdel-Karim, UK marketing manager for Pepsi Max, says: “This year, we want to bring fans a campaign that not only features the best players in the world, but also presents them in a unique way that is entertaining and fun. The body paint images bring a modern look to a very traditional means of expression and showcase each of our players’ universal passion for the game.”

Speaking to Marketing Week this week, Coca-Cola says it will boost awareness of its diet and zero ranges in the coming months, but will not increase the sizes of its on-the-go bottles in the same way that Pepsi UK plans to..

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