Pepsi Max: Unbelievable

Tim Whirledge

This case study shows how Pepsi Max, a carbonated drinks brand, used a content led digital strategy focusing on an existing product to build sales in the UK.

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...

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