Pepsi Max: Black Can

Pepsico wanted to battle young Belgians' perceptions that Pepsi wasn't cool. The company launched Pepsi under the name The Black Can and asked Belgians aged 16-25 through banners, radio commercials, and TV to learn more about the mysterious new drink online.

Pepsi Max: Black Can

BBDO Belgium

ENTRY INFORMATION

Category: Business and Consumer ServicesCountry where program ran: BelgiumDate program started/ended: 9th March to 31st May 2010

Product Description: Pepsi Max, another name for Diet Pepsi in Belgium.

Advertiser/Client Name: PepsicoMedia Channels: Email Mobile Social Networking TV/Video/Radio Web Advertising Web Development Other Website: http://awards.microsite.be/pepsimax/blackcan

STRATEGY

Marketplace Challenge:

Belgian youngsters are prejudiced towards Pepsi MAX, Pepsi's Diet Cola. Not because they don't like the taste of it. They just aren't familiar with Pepsi because they never...

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