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Pepsi Max x Eintracht Frankfurt Collaboration
Winner - Bronze
Designer: Tom O'Quinn - Design Director
Design Type: Packaging
Company / Organization / School: PepsiCo
Team Members: Tom O'Quinn
Pepsi® has embedded itself in global football culture, and the brand wanted to take their sports sponsorship to the next level by building a true creative partnership with Eintracht Frankfurt football club of Frankfurt, Hesse, Germany. 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.