MUMBAI: FMCG brand Pepsi has come out with an innovate way of branding its products this FIFA World Cup, by launching an album titled ‘Pepsi Beats of the Beautiful Game’. The collection includes 11 tracks comprising works of chart-topping musicians. The album is part of the integrated 2014 Pepsi football campaign.
The statement issued by the company claims that it is the collection of “anthemic” songs by chart-topping musicians inspired by the energy and spirit of the world’s most popular game – football. It includes tracks of Kelly Rowland, Janelle Monáe, Rita Ora, Don Omar, Timbaland, Santigold, R3HAB and Jetta, alongside regional favourites Pearls Negras (Brazil), Jolin Tsai (Taiwan) and Hassan El Shafei (Egypt).
“Pepsi Beats of the Beautiful Game provides a unique view into the culture of the most popular sport in the world,” said PepsiCo Global Beverages Group global consumer engagement chief marketing officer Frank Cooper III. “It introduces powerful new music from superstar and emerging artists, and features those songs in short films by some of the world’s most dynamic directors highlighting an aspect of football culture. We hope that fans of both art forms find that this unique combination embodies the true spirit of the beautiful game.”
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The first track from the album was dropped on 12 May and the latest offering in the list was ‘The Game’ by Grammy Award winner Kelly Rowland, and its short film directed by Spike Lee. The songs serve as inspirations for 11 short films directed by Spike Lee, Idris Elba, Jessy Terrero, Diego Luna, Andy Morahan and The Kolton Brothers, among others.
Each track on the album features a short film. Some of them include Janelle Monáe’s ‘Heroes’ by The Young Astronauts; ‘Unstoppable’ by R3hab featuring Eva Simons by Idris Elba; Don Omar’s ‘Pura Vida’ by Jessy Terrero; Kelly Rowland’s ‘The Game’ by Spike Lee; Rita Ora’s ‘I Will Never Let You Down (Switch Remix)’ by Diego Luna; Santigold’s ‘Kicking Down Doors’ by Andy Morahan; and Timbaland staring Rachel Assil’s ‘Whoever We Are’ by The Kolton Brothers.
The tracks are distributed by Caroline Records and are available on iTunes internationally.
