Pepsi MAX: Top Street Food

This case study describes how PepsiCo marketed its Pepsi Max soft beverage in Israel by associating with Israeli street food.

Pepsi MAX: Top Street Food

Category: Non-alcoholic beveragesAgency: Allenby Concept HouseCountry: IsraelClient: Tempo Beverages

Campaign Summary

What Is the product?

Pepsi MAX - a low-calorie, sugar-free beverage introduced by Pepsico in 1993

How is the product positioned within the category?

As the 3rd most popular brand within the category in Israel. The positioning is unisex with male orientation and "urban" tone & style

Important Factors:

Israeli street food trend is on the rise. Diners, small daytime restaurants, food stands -all becoming a legitimate image market. 40% of the cola diet sales are taking place in the on...

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