Making the unbelievable possible for Pepsi Max

This case study shows how Pepsi Max, the soft drinks brand, used a YouTube campaign in the UK to take on a larger rival and boost brand equity and business results.

Making the unbelievable possible for Pepsi Max

Emma Batho, Pete Zazulka and Bridget Angear

Campaign details

Client: Pepsi MaxAgency: AMVBBDOBrand: Pepsico

Summary

In 2013, Pepsi Max UK was in trouble.

After years of heavy discounting and adapting big American TVCs, it had lost relevance to the primary consumer (18-34s)1 and become "Poor man's Coke."

Coke on the other hand was a behemoth. Sales of single serve formats of regular Coca-Cola alone were 1.5 times bigger than the entire Pepsi Max cola business,2and it had all of the benefits of...

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