The Last Can Standing: When Pepsi Turned Football into a Global Stage

In 2019, Pepsi captured the pulse of global football with its high-energy commercial, “The Last Can Standing.” Featuring Lionel Messi and Mohamed Salah, the ad became more than just a brand promotion — it turned into a cultural event that united millions of football fans under one iconic blue can.

The campaign belonged to Pepsi’s “For the Love of It” series, designed to amplify its global connection with football. With an estimated $5–7 million in production costs and $30–50 million in global media spending, the brand invested heavily to create a spectacle that matched the magnitude of the sport itself.

At the heart of the film stood a simple premise — two football giants, one last can. The tension, humour, and charisma between Messi and Salah made the narrative unforgettable. The ad tied perfectly with Pepsi’s long-standing UEFA Champions League sponsorship, a partnership that already reached over 300 million viewers annually.

The campaign generated more than 250 million video views in its first quarter alone, becoming one of Pepsi’s most talked-about marketing moments. Across Europe, the Middle East, Africa, and South Asia, the ad strengthened Pepsi’s emotional link with the spirit of football — passion, rivalry, and joy.

The campaign demonstrated how storytelling could transcend traditional advertising. Pepsi didn’t just sell a beverage; it celebrated a shared emotion — the thrill of the game. By using universally loved athletes and a relatable moment, the brand positioned itself at the intersection of sports and entertainment. The lesson was clear: when a brand connects authentically with culture, engagement follows naturally.

The Last Can Standing” proved that a 30-second commercial could deliver more than a sales boost — it could define a brand’s voice on the world stage. Through ambition, creativity, and star power, Pepsi reinforced its place not just in the refrigerator but in the hearts of millions who live for the game.