Soft drinks brand Pepsi Max has unveiled its newest campaign starring football legend David Beckham.

The marketing drive, which features the tagline “If you love it, it is never a waste”, is the latest instalment of its brand platform ‘Thirsty for More’.

‘Thirsty for More’ aims to encourage its consumers to go after what they love, whether it’s a daily ritual, personal passion or a spontaneous decision.

In the UK market, the campaign film, which launches early May, will be supported by a series of “bold” activations.

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David Beckham said: “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.”

The film supports the campaign’s message by showing people having fun gaming, dancing and belting out karaoke hits.

To support the marketing drive, Pepsi has rolled out a “blue carpet” in locations across the UK including Cardiff and Liverpool. It has also launched the ‘Thirst for More Challenge’ which will give passersby the opportunity to do try out something they’ve wanted to enjoy.

Steven Hind, CMO beverages, UK&I at Pepsi said: “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 – and we’re excited to ignite this message nationwide this Spring.”

Video- Global version, UK version will be released in May