Pepsi Max: Unbelievable
Principal author: Tim Whirledge, AMV BBDO Contributing author: Hannah Stockton, OMD UK
Summary
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...