PepsiCo: Making Pepsi Max the choice of a new generation once again
AMV BBDO
What were the objectives for the creative work?
Our commercial objective was to increase Pepsi Max's share of market.
Our marketing objective was to increase penetration of Pepsi Max.
Our communications objective was to persuade Millennials - in particular, 'Coke defaulters' - to switch to Pepsi Max by a) increasing salience and affinity with the Pepsi Max brand, and b) improving taste perception and awareness of the 'no sugar' message.
And we needed to do this in a highly efficient way.
The reason for this is...