When Europe looks to Switzerland, it's not just the ball that's rolling - it's a wave of enthusiasm. At UEFA Women's EURO 2025, Pepsi, the official partner of the tournament, showed how brand activation works today: think big, clever implementation, and an emotional experience. With several campaign phases, USP Partner AG brought the brand right into the hearts of the fans.
Part 1: Refreshing on the go – the big railway station sampling with ticket promotion
Even before the first game kicked off, Pepsi launched a Switzerland-wide sampling tour for the summer – and into the hearts of fans. At busy train stations in all language regions, USP distributed ice-cold Pepsi Zero cans to commuters, passers-by, and football fans.
The focus was on an on-pack ticket promotion: Anyone who drank Pepsi had the chance to win exclusive tickets to UEFA Women';s EURO 2025 matches. The campaign thus combined a moment of enjoyment with direct engagement – and turned a sampling event into an emotional invitation to join in the excitement.
Over 100,000 sampling contacts, enthusiastic faces – and an ideal start to an activation journey through the football summer.
Part 2: Three cities, one team – Pepsi accompanies the Swiss national team
During the Swiss national team's group matches, the train stations in Basel, Bern, and Geneva were transformed into real Pepsi experience zones on the respective match days.
In all three cities, USP installed an impressive Pepsi mini soccer stadium and sampling stations at all key locations, attracting fans before the games began. The centerpiece of the activation was a Pepsi football field with a goal wall challenge, where all visitors could test their accuracy.
But it wasn't that easy – because in Basel, Bern, and Geneva, there were real pros on the field: players from FC Basel and Servette – the clubs that Pepsi supports as a partner of Swiss women's football.
They not only provided sporting excitement, but also earned a lot of goodwill – a perfect combination of brand message and empowerment.
The atmosphere was fantastic: cheering, summer temperatures, and thousands of fans refreshing themselves with ice-cold Pepsi Zero, laughing and celebrating together. The Pepsi zones became popular meeting places and a symbol of how brands with attitude can make their presence felt – bold, fresh, and at the same time charmingly Swiss.
Part 3: Finale in Basel – the Pepsi world with a 3D hologram show
The grand finale in Basel was the crowning glory – and Pepsi went one better. Around Basel SBB railway station, which became the hub for arriving fans on the day of the final, USP transformed the area into a Pepsi experience world.
In addition to the popular sampling stations, one highlight left people amazed: the 3D hologram installation by Hypergram. The spectacular hologram display showed dynamic Pepsi motifs – as if everything were floating directly in the air.
This state-of-the-art display combined technology, creativity, and emotion to create an impressive finale to the campaign. The result was a visual statement in the middle of Basel and a conclusion that symbolized the entire campaign: Big, bold, but beautifully Swiss.
Experience, emotion, and empowerment - perfectly combined
Pepsi used UEFA Women's EURO 2025 to do more than just show its presence.
The brand became tangible – as a supporter of women's football, as part of the community, and as a symbol of energy, diversity, and joy.
Thanks to the well-thought-out concept and detailed staging, USP succeeded in conveying a clear message: Brands can take a stand – and be fun at the same time.
From the first sampling to the sporting activations and the futuristic hologram, a common thread ran through the entire campaign.
Each activation was individually designed, but together they all told the same story: Pepsi stands for refreshment, fun, and “Thirsty for More".
A summer full of highlights
For USP, this major project was a prime example of integrated live marketing on a national level:
Strategically conceived: from the brand message to the staging dramaturgy
Precisely implemented: with logistics, personnel, permits, and everything else needed to ensure that everything was ready on time
Made emotionally tangible: through interaction, technology, and human encounters
Together, Pepsi and USP showed that brand activations can be more than just a nice accompanying activity – they can become part of the experience that moves people.
From Geneva to Basel, from sampling to holograms: Pepsi showed how to energize an international tournament with energy, creativity, and passion. With a three-stage concept that perfectly combined reach, relevance, and emotion, the brand became an unmistakable part of UEFA Women's EURO 2025 in Switzerland.
Or, to put it in Pepsi's own words: Thirsty for More? We are ready for extra time and look forward to many more joint projects!
Briefing
Development of a strong Pepsi campaign to promote UEFA Women';s EURO and Pepsi's involvement in Swiss women's football.
Solution
A three-part activation concept to promote the Pepsi brand before and during the UEFA Women's EURO with sampling and interactive brand experiences.
Result
Six-figure number of sampling contacts, a multiple of communicative contacts and brand experiences that moved Swiss fans and will remain in their memories.