Leading soft drinks manufacturers, Britvic Soft Drinks and PepsiCo UK, have launched a new marketing campaign for Pepsi MAX, communicating ‘Maximum Taste, No Sugar’, two key reasons for picking up the soft drink. The campaign, targeted at 18-24 year olds, aims to inspire this audience to choose Pepsi MAX when in-store, as many believe that opting for a no sugar cola compromises on taste.
As part of the Pepsi UK’s ‘Unbelievable’ campaign, which challenges traditional perceptions and aims to deliver the unexpected; the ‘Maximum Taste, No Sugar’ message will be communicated via a multi-million pound ATL plan which seeks to celebrate 'unbelievable feats’ brought to consumers by Pepsi MAX, the brand that brings ‘Maximum Taste, No Sugar.’ The new campaign will include TV sponsorship, innovative outdoor advertising, experiential, digital and a three week sampling campaign, which will hit city centres during March. As part of the ‘Unbelievable’ campaign Pepsi will be creating a host of online content throughout the year by collaborating with some of the most unbelievable talent around.
The campaign’s look-and-feel focuses on a pack shot of Pepsi MAX on a black background surrounded by cracked ice, icicles and condensation to reaffirm its refreshing taste. The out-of -home campaign will feature two industry firsts, including cutting edge digital advertising for outdoor media that uses Vine to advertise the product and encourages fans to submit their own six second videos of something ‘Unbelievable’ using the hashtag #LiveForNow. Pepsi MAX will also be using augmented reality 6-sheets to disrupt and engage consumers up and down the UK. In March the brand will also create a Pepsi MAX sensory experiential stunt in central London which will then be rolled out on a smaller scale in other cities nationwide.