Agency: Abbott Mead Vickers BBDO | Authors: Jeremy Williams and Russell Seekins |
Advertising to the Max: The Launch of Pepsi Max
SUMMARY
Pepsi Max was one of the marketing phenomena of 1993. A new brand in the cola market that established a sector of its own. How did it do it?
The Market Opportunity
Diet colas have been growing consistently in recent years, to a point where they made up 40% of the market in 1992. Most of this has come from health conscious women, whilst men, rejecting both the taste and the image of Diet colas have...