Ella Toone and
Pepsi MAX reveal a one-of-a-kind vending machine that gives you all
the tools to unlock footballing enjoyment in areas where fans least
expect it
LONDON, May 20, 2024 /PRNewswire/ -- Observation Point
was alight with disbelief after Ella
Toone surprised unsuspecting fans at Pepsi MAX's first-ever
Hidden Pitch on Thursday night - see video here. Following her
25-yard thunderbolt goal last weekend, the English midfielder
officially kicked off Pepsi MAX's latest activity in its football
campaign 'Where There's a Ball, There's a Way'. The exhilarating
Hidden Pitch tour is unlocking footballing enjoyment for fans in
locations where they'd least expect it across London, Liverpool and Manchester.
Representing the spirit of the Hidden Pitches, Ella Toone possesses a unique ability - both on
and off the field - to inspire while challenging conventions that
may limit accessibility to the beautiful game. Onlookers gathered
in a flurry of excitement as Ella was spotted exchanging skills,
laughs and words of encouragement with passersby playing on the
Hidden Pitch. The Lioness legend then assumed refereeing and
coaching duties during an enthralling 2v2 football tournament,
whilst stopping to engage with onlookers and posing for pictures
with the marvelling crowd.
Speaking of the launch, Ella
Toone commented: "I'm buzzing to be part of Pepsi
MAX's Hidden Pitch Tour that's bringing football to unexpected
locations, including my hometown in Manchester. It's never been more true that
'Where There's a Ball, There's a Way', as long as you've got the
desire to play, then football can be played anywhere, by anyone. I
can't wait to see everyone trying out the pop-up pitches and
celebrating the sport which we all love."
The Hidden Pitch came alive once again the following day,
enticing passersby and football lovers alike to pause from their
evening adventures and join in the fun. With a goal to improve
accessibility to the beautiful game, the Hidden Pitch reveals
itself when passersby grab a can of Pepsi MAX and scan it at a
purpose-built, specialty vending machine with an element of
surprise: instead of cans, it dispenses footballs. Upon release of
the ball, an epic laser display will project a 2v2 pitch outline
onto the street, marking the start of a 10-minute, 2v2, match
session. Whether it's a crossbar challenge, a gentle kick around or
a classic penalty shootout - the choice is entirely yours!
Following the debut of the Hidden Pitches activation in
London, the vending machine is
heading north to continue celebrations in the days leading into the
UEFA Champions League Final at Wembley. Appearing at Chavasse
Park in Liverpool on 23rd May
before culminating at Cathedral Gardens in Manchester on 25th May, the message is
clear: football can - and should - be enjoyed by all, wherever they
are, as long as there's a ball.
Neil Ronson, Senior Marketing
Manager, Pepsi MAX UK, commented: "The launch of the Hidden
Pitches tour reflects Pepsi MAX's commitment to unlocking football
enjoyment. Regardless of the footballing skill-set you possess, we
encourage everyone to take advantage of the Hidden Pitches that
will be cropping up across the country, championing football in
every entertaining form; from Kerby, to Altinha, to Panna."
Don't miss out on the opportunity to play ball on the Hidden
Pitches Tour - simply grab a can of Pepsi MAX from one of the staff
onsite and get playing. Keep your eyes peeled for a stunning match
highlights reel - featuring the best tricks, goals and tackles from
the London pitch - by following
Pepsi MAX's social channels on Instagram, Twitter and Facebook.
For information, please
contact:
charlotte.gooch@pangolinpr.com
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated more
than $79 billion in net revenue in
2021, driven by a complimentary beverage and convenient foods
portfolio that includes Lay's, Doritos, Cheetos, Gatorade,
Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product
portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1 billion each in estimated annual retail
sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with PepsiCo Positive
(pep+). pep+ is our strategic end-to-end transformation that puts
sustainability at the centre of how we will create value and growth
by operating within planetary boundaries and inspiring positive
change for the planet and people. For more information, visit
www.pepsico.com.
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