Making Pepsi Max the choice of a new generation once again

This case study looks at the soft-drink Pepsi Max's campaign in the UK to regain relevance among a millennial audience by putting a YouTube channel at the heart of their strategy.

Making Pepsi Max the choice of a new generation once again

AMVBBDO

Creative effectiveness

After years of heavy discounting and adapting big American TVCs, in 2012 Pepsi Max had lost relevance to the primary consumer (18 – 34s)1

Those still buying cola were buying Coke (a brand with 4 times the marketing budget, bigger distribution, and a consistent brand message) as the default choice.

This is a story about Pepsi's transformational journey over the past three years to better engage with Millennials to surpass growth targets in a static cola market.

This journey began with the brand boldly redirecting...

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