2023 Galleries

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Galleries // 2023 Spark:Package // Pepsi Max x Eintracht Frankfurt collaboration

Pepsi Max x Eintracht Frankfurt collaboration

Winner - Silver

Competition: Spark:Package
Designer: Tom O'Quinn - Design Director
Design Type:
Company / Organization / School: PepsiCo
Team Members: Tom O'Quinn

Pepsi saw the opportunity for the Pepsi MAX® to become a canvas that celebrates both partners’ joint values and challenger spirits. To engage the club’s loyal fan following, Pepsi decided to tell an authentic, distinctive story about these two brands being united by their love for “the beautiful game” and the City of Frankfurt. Eintracht is more than just a football club, Eintracht IS Frankfurt. “Frankfurt United” became the conceptual hook that enabled Pepsi MAX to tell an emotionally anchored and authentic brand collaboration story through focusing on the crucial role the club plays in the city culture. It is an iconic Bundesliga club that acts as a beating heart: pumping anticipation, excitement, and elation throughout the neighborhoods and uniting fans with their love for their team.