Pepsi Max is releasing its Africa-and-football themed music track globally this Sunday (31 January 2010) as part of its plans to hijack the 2010 Fifa World Cup, sponsored by rival Coca-Cola.
The charity song, ‘Oh Africa’, performed by Akon, Keri Hilson and the Soweto Gospel Choir, features cameo appearances from Pepsi brand ambassadors Didier Drogba and Fernando Torres in the accompanying music video. In November Pepsi kicked off a competition, planned by Mindshare, to offer members of the public the chance to sing on the track.
Coca-Cola’s global campaign is using a specially commissioned song by Somali hip-hop artist called ‘Wavin’ Flag’. Pepsi muscled in on Coca-Cola’s sponsorship of the 2006 World Cup in Germany with its ‘Pepsi Max World Challenge’ campaign. A spokeswoman for Pepsi said proceeds from the sale of the track will go towards charities, including Akon’s Konfidence Foundation, helping underprivileged African youths.