Pepsi Will Drop Its Label if Argentina Wins World Cup

Marketer Plans to Emulate Coach Maradona's Promised Naked Victory Lap in Buenos Aires

By Published on .

NEW YORK (AdAge.com) -- If Argentina wins the World Cup, Pepsi Cola plans to follow the example of Argentina's coach Diego Maradona, who says he'll celebrate by running around naked in Buenos Aires.

Not to be outdone, Pepsi announced that the company's soft drink bottles will be sold for a week in Argentina with no label if that country wins the soccer tournament. To illustrate what that would look like, Pepsi is running print ads this week from BBDO Argentina showing a Pepsi-shaped plastic bottle of dark liquid dressed in nothing but a blue label fastened to the neck of the bottle reading, "If the coach goes naked, we will, too. Pepsi promises."

Mr. Maradona, a frequently controversial former soccer star who is coaching his first World Cup team, apparently responded to a radio interviewer who asked how he would celebrate an Argentine victory by saying that he would strip and run naked around the Obelisk, a famous Buenos Aires landmark.

That was enough to prompt BBDO Argentina to make a cheeky bid to grab attention for Pepsi during the World Cup. In the agency's last campaign, Pepsi changed its name to Pecsi to reflect the way the brand's name sounds when pronounced in Argentine-accented Spanish.

Argentina isn't tipped to win the World Cup, but the country isn't a long shot, either. Brazil and Spain are considered the tournament's favorites, but Argentina boasts star player Lionel Messi and the odds on Argentina emerging next month as the champion are about 6-1. Argentina has played only one game so far, an easy victory over Nigeria, and on Thursday morning faces a mediocre South Korean team, whose only standout player is Park Ji-Sung. (Mr. Park plays during the regular season for Manchester United, whose fans like to greet the South Korean player with the chant "He shoots, he scores, he eats Labradors.")

If Argentina wins, Pepsi is ready.

In this article:
Most Popular