For the
Love of It

At Meta, we made Pepsi’s football cans playable. For its global “For the Love of It” push, Pepsi had put the world’s biggest players on limited-edition cans: Lionel Messi, Paul Pogba, Mohamed Salah and Raheem Sterling. We turned that packaging into a game, built with the brand’s agency.

Pepsi turned its football cans in 80 countries into a keepie-uppie game with Messi, Pogba, Salah and Sterling. Every can became a participation moment.

Working at Meta in partnership with the agency, we created a QR-activated AR experience that brought the on-can designs to life as mini, can-sized avatars. Scanning the code on selected cans unlocked a keepie-uppie mini-game: fans interacted with the player on the can by tapping/swiping to keep the ball in the air, chasing a high score that ended the moment they missed and the ball dropped.

The experience was designed for social competition. Prompting players to retry to beat their score or share results to Instagram Stories, turning a simple can into a loop of play, bragging rights, and organic distribution.

Launched in 80+ countries.