- Pepsi MAX launches its integrated 2024 Christmas campaign, which endorses a tools down mentality and provokes the nation to put enjoyment first this Christmas
- The campaign kicks off with the launch of Pepsi MAX’s TVC, which highlights how one of the most magical parts of Christmas is that it’s acceptable to put off your to do list until the new year to fully enjoy the festive season
- The full 60” TVC can be viewed on YouTube
- The 20” premieres on TV on Sunday 17th November, including a prime time slot during the first episode of the new series of I’m a Celebrity: Get Me Out of Here! at 21:44
- The integrated ‘It Can Wait’ campaign will run across OOH, Digital, TV, BVOD, Radio and Experiential
Fizz the season, as Pepsi MAX debuts its Christmas advert and UK wide festive campaign today. The full 60” can be viewed on YouTube, with the 20” TVC set to premier on TV on Sunday 17th November, including a prime time slot during the first episode of the new series of I’m a Celebrity: Get Me Out of Here! at 21:44. Edits will also run across TV, BVOD, Audio, Digital and Social.
The TVC ad kicks off the brand’s Christmas campaign that highlights how one of the most magical parts about the holiday season is that it's acceptable to park the to-do list, and put that extra time and energy into the stuff we really enjoy.
The ad is soundtracked to a remix of the festive classic, It’s Beginning to Look a Lot Like Christmas, by up and coming UK artist, Poppy Adjudha, and showcases how life’s ‘have-to-do’s’ like work, the heading to the gym and studying can wait until January, putting a spotlight on how Pepsi MAX is an ally for Christmas fun and enjoyment as friends and family come together.
The advert kicks off Pepsi MAX’s wider ‘It Can Wait’ Christmas campaign that will also run across OOH, Digital, TV, BVOD, Radio and Experiential.
The out of home campaign will featuring different scenes from the TVC showcasing a deserted office, gym and library, alongside taglines ‘Spreadsheets can wait, it’s Xmas after all’, ‘Leg day can wait, it’s Xmas after all’ and ’10,000 words can wait, it’s Xmas after all’. This will be supported by OOH creative that focuses on a Pepsi MAX can, alongside slogans that highlight the joy of embracing the Christmas season and ladder up to the ‘It Can Wait’ campaign, such as ‘all day PJs for the win, it’s Xmas after all’. The campaign will also run across Digital on Meta, Snapchat, YouTube shorts, in addition to Digital OOH.
Experiential activity will launch in December, and will be supported by PR, social and influencers. Located at 59 Greek Street in Soho, the Pepsi MAX ‘Of-Fizz Snowball Fight’ pop-up will embody the ‘work can wait’ philosophy by offering a fun and unexpected escape for office workers this December. Open from Monday 9th – Thursday 12th December, the pop-up will offer a gamified, exhilarating snowball fight experience within an ‘office’ setting, featuring games and challenges including Silence that Call’, ‘Whiteboard Wipeout’ and ‘Knock the Can into Jan’. The experience will also host merch giveaways and cocktail sampling.
Steven Hind, Senior Marketing Director, Beverages UK & Western Europe commented: “The festive season is all about making memories and having fun with those we love, and taking the time to enjoy the festive season. As December hits, we know that a lot of things – whether that be work, studying or working out, can very much feel like a January problem as we all look to prioritise those precious moments together instead. Our Christmas ad really brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying our brand ethos of being ‘thirsty for more’.”
Matt Watson – ECD at Sips&Bites, PepsiCo’s in house creative agency, added: “There is no better feeling than slamming that Out of Office on and skipping into the festivities, right?! “It can wait” is that mentality. So, we wanted to double down on this feeling, and celebrate this world left behind because we are going all in on fun and enjoyment. It’s Christmas after all.”
The campaign was devised by Pepsi’s in-house creative agency, Sips and Bites, and will also be airing across 29 territories.
Notes to editors:
For further information, please contact the Pepsi press office at pepsigb@hopeandglorypr.com
