Pepsi Crafted at Everton
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Reimagining matchday drinks as cultural experiences.
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Pepsi’s partnership with Everton FC created an opportunity to elevate the matchday experience and bring the brand to life in a more engaging way.
Stadium soft drinks were largely functional, lacking the premium, shareable appeal now expected by younger audiences. This gap presented a chance to introduce a crafted, experience-led concept that felt culturally relevant to fans and could operate effectively at scale in a live event environment.
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We transformed soft drinks into a destination experience by introducing a crafted drinks concept within a high-impact Pepsi-branded container.
The offer combined visually engaging, customisable serves with a strong cultural hook, most notably the Pepsi Toffee, inspired by Everton’s heritage.
Designed for both impact and efficiency, the space featured bold branding, digital menus and a multi-station bar setup to handle peak demand, while remaining scalable for future fixtures and events.
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The activation delivered strong visibility and engagement across matchdays, reaching tens of thousands of fans.
It exceeded sales expectations, handled high-volume demand with fast service times and saw the hero serve drive the majority of purchases.
Most importantly, it resonated with fans, turning a routine purchase into a memorable, shareable part of the matchday experience and establishing a scalable model for future activations.
More Work
"Hedonist are an amazing company to work with, they make it easy to brief in work and always execute to a high standard. They are flexible and always do what is required no matter the brief or the timeframe they have been given. They are the go-to agency for creative forward thinking drinks creation which allows us to show up positively in front of customers."