Thirsty for the win? Pepsi MAX, as the official soft drinks partner of the England Men’s Senior Team, today announces the launch of The Lucky Shirt Launderette, a one-of-a-kind pop-up experience designed to help football fans get their final refresh in before England kick off their campaign.
Following research commissioned by Pepsi MAX that revealed up to 1.2 million1 football fans won’t be washing their shirts until after the final of the upcoming football tournament, Pepsi MAX is offering a high-stakes 90-Minute special service in a bold move to get the nation match ready.
The Lucky Shirt Launderette brings the Pepsi Football Nation campaign to life, celebrating the rituals, chants and matchday traditions that unite fans behind England — specifically Rule #66: never wash your lucky shirt while England are winning.
Opening its doors in Shoreditch, on Saturday 6th and Wednesday 10th June, football fans are invited to hand over their England shirts for a “MAX Freshness” treatment. Meanwhile, they can refresh themselves with an ice cold Pepsi MAX, enjoy football anthems with a resident DJ and test their accuracy with washing machine target practice – to be in with a chance of winning a brand-new Pepsi Football Nation football shirt, football socks or bucket hat.
On arrival at the laundrette, by sharing their Pepsi Football Nation rules to help England win (from Rule #42 wearing lucky socks to Rule #46 always watching until the final whistle), attendees will be entered into the Laundry Ticket Ballot and could walk away with a signed Pepsi Nation Football shirt.
The Lucky Shirt Laundrette will also be hosting a ‘Wash Party’ on 10th June for England’s final warm-up game, complete with match-worthy Pepsi MAX serves.
“Football is built on rituals, and at Pepsi MAX, we’re thirsty for the win just as much as the fans.” says Natalia Fillipociants, SVP and General Manager Europe International Beverages, PepsiCo “The Lucky Shirt Laundrette is our way of bringing the Pepsi Football Nation together to embrace those superstitions. As the official soft drinks partner of the England Men’s Senior team, we’re providing the ultimate pre-match sanctuary where fans can freshen up their England shirt for the summer ahead, all while enjoying a chilled Pepsi MAX.”
