In Pepsi Max’s latest ‘Thirsty for More’ campaign, Beckham reminds us loving what you do, loudly, and unapologetically is never a waste
It’s a creative partnership that’s as iconic as the man himself.
David Beckham and Pepsi Max are back not just for nostalgia’s sake, but to front a bold new wave of self-expression, fun, and fearless authenticity.
Unveiled ahead of its full UK rollout in May, Pepsi Max’s newest global campaign, under the now-familiar ‘Thirsty for More’ brand platform, celebrates the unfiltered joy of doing what you really love.
Whether it’s gaming like a pro, dancing like no one’s watching, or singing off-key karaoke anthems with the confidence of a rockstar.
Leading the charge is the footballing legend who’s been a Pepsi favourite for over two decades.
With the tagline “If you love it, it is never a waste,” the campaign strikes a refreshingly emotional chord.
It’s not just a soft drink push – it’s a rallying cry for passion, spontaneity, and showing up for your joy, even if the world thinks it’s silly.
In a teaser statement, Beckham says,“It’s always great working with Pepsi – we’ve been making campaigns together for well over 20 years now and have produced a lot of great work in that time. I enjoyed shooting this latest campaign and I’m excited for what’s to come.”
It’s a sentiment that reflects the essence of the campaign – enduring partnerships and evergreen passions.
In true Pepsi style, the UK activation is turning heads with “blue carpet” stunts popping up in Cardiff, Liverpool and other key cities, inviting the public to dive into the ‘Thirst for More Challenge’.
It’s street-level engagement that gives everyday Brits the chance to try something they’ve always wanted – right then and there.
Steven Hind, CMO Beverages UK&I at PepsiCo, encapsulates the campaign’s deeper mission,“Our latest campaign empowers people throughout the UK to pursue their passions without any fear of judgement. Thirsty For More is about tuning into what makes you feel alive and enjoying it, unapologetically.”
It’s brave. It’s fun. And most of all – it’s real.
In a digital age dominated by curated perfection and filtered realities, Pepsi Max’s Beckham-powered message lands with fizzy force: live out loud, because passion is never wasted.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
