Pepsi MAX helps retailers score big with the return of EA Sports FC 25 on-pack promotion

Pepsi is teaming up with EA Sports FC for the second year running, with a bigger and better on-pack promotion set to give away even more gaming prizes to shoppers across additional Pepsi SKUs and formats. Kicking off from 16th October, the campaign aims to drive excitement among a wide range of customers in-store, from football fans to gamers, to encourage on-the-go and impulse cola sales.

Following an incredibly successful 2023 campaign that saw over 530,000 promotional codes redeemed¹, this year's on-pack promotion will roll out across all Pepsi 500ml packs and 330ml Pepsi MAX cans*.

Cola continues to lead the soft drinks category as the number 1 segment, worth £2.9bn². Pepsi MAX continues to drive this growth, with a +9.6% sales value growth over the last year³. Additionally, the Pepsi MAX brand has strong cultural ties to football, with EA SPORTS FC being the most successful video game across Europe in the first six months of 2024⁴. Through this, the partnership is well placed to support retailers in maximising the cola opportunity among wider audiences and encourage repeat purchase, with last year's promotion seeing an average redemption rate of 3.5 codes per participant⁵.

To enter, shoppers must purchase a promotional Pepsi product and scan the QR code on-pack. Consumers will be directed to www.europe.pepsifc25.com, where they will be required to sign up or log into their EA account and complete a form using the unique code found on the product. Shoppers can get their hands on one of 60 game consoles, 3,000 EA Sports FC25 game copies, and 4 x guaranteed-win rewards packs that can be redeemed in game. Entries will be open until 30 December 2024.

For more information on how this campaign can help drive sales and profits, please visit Britvic's At Your Convenience platform.

*Except Pepsi Electric and caffeine-free varieties

Notes to editor
1. PepsiCo redemption tracker
2. Nielsen NIQ, Total Coverage, Total Cola, Britvic Defined, Value Sales, MAT to WE 07.09.2024
3. NielsenIQ RMS, Total Coverage, Pepsi MAX, Value Sales Growth vs YA, MAT to WE 28.09.24.
4. https://www.gfk-entertainment.com/dokumente/EA_Sports_FC_24_tops_half-year_charts_2024.pdf
5. YouGov pre/post tracker (8 markets incl. UK), July vs. Nov 2023

SKUs included:

• Pepsi Reg 500ml
• Pepsi Max 500ml
• Diet Pepsi 500ml
• Pepsi Max Cherry 500ml
• Pepsi Max Lime 500ml
• Pepsi Max Mango 500ml
• Pepsi Max cans 330ml (single serve)

Short T&Cs:

GB, 18+. 18:00 16/10/24 - 23:59 29/12/24. Purchase required. Scan QR code, log into Pepsi promo account or register & enter on-pack code inside label or under ring pull to enter draw (10 total). Prizes: 60 Game consoles & 3000 x EA SPORTS FC™ 25 games. Max 1 Prize p/p. Random draw. Max 10 entries p/p p/day. Gift: 1 x In-game pack for EA SPORTS FC™ 25. Redeem by 28/02/25. To claim: Before entering code, submit EA Account details & link EA & Pepsi accounts. Internet, Pepsi acc, EA Acc, EA SPORTS FC™ 25 (PEGI 3) and compatible PlayStation, Xbox, PC required. Max 5 Gifts p/EA Account. Retain pack & receipt. T&Cs: www.europe.pepsifc25.com Promoter: PepsiCo International Ltd.