Pepsi Max It Jobs

Categories: Fast Moving Consumer Goods
Agency: Colenso BBDO
Client: Frucor Beverages NZ / PepsiCo


The Pepsi Max It Jobs campaign was an astounding success in a market utterly dominated by one iconic competitor. It used insight into a tight target market to develop an irresistible offer, and generate significant buzz and conversation around the brand.

In effect, the Max It Jobs campaign took Pepsi Max from the sideline, to become the talk of the target market within a short space of time. It saw unprecedented lifts in brand health, and most importantly, a 145% increase in Pepsi sales.

Marketing Challenges & Objectives

The global battle between the Pepsi and Coca-Cola brands is world-renowned; however in New Zealand Coca-Cola dominates the market. Colenso BBDO took on a big challenge to try and get young males to seek out the sugar free option of Pepsi Max, instead of their favourite Coca-Cola brand.