LOL FOOD
While all brands try to enter the world of video games and the metaverse, Pepsi made the first alliance with 2 characters from League of Legends to bring their brands and restaurants to real life: Pizzivir and Kikiri Galio, a pizza delivery girl and a giant rooster that makes fried chicken. To achieve this, an integrated campaign for both brands was created with all the branding design (logos, packaging, restaurants, uniforms, delivery vehicles and media pieces for a major advertising outreach). The action took place in Mexico, Colombia, Ecuador and Chile during the most important event for all fans, the 2022 League of Legends worlds, with an audience larger than the super bowl's. This is how, thanks to these two characters that gamers play with for hours, Pepsi managed to be the first drink to accompany the food of one of the most important video games, creating a way to have new fast food allies that allowed the brand to increase its sales within this audience.
