Advertising to the Max: The Launch of Pepsi Max

Describes the success of Pepsi Max, a new brand in the cola market which established a sector of its own in 1993.
Agency: Abbott Mead Vickers BBDOAuthors: 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...

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