Pepsi Max: Unbelievable

Peter Zezulka

This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an entertainment provider than an FMCG product.

Pepsi Max: Unbelievable

Peter Zezulka

Campaign details

Brand owner: PepsiCoLead agency: AMVBBDOContributing agency: AMVBBDOBrand: Pepsi MaxCountry: United KingdomIndustry Non-alcoholic, soft drinksChannels used: Content marketing, Earned media, buzz, Internet - display, Internet - general, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social mediaMedia budget: $1 - $3 million

Executive summary

This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an...

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