Pepsi Max: Win Like a Baller

Pepsi Max, a soft drink brand, increased sales and market share in South Africa by creating a social media campaign that offered weekly prizes based on what professional footballers can afford to purchase.

Campaign details

Brand: Pepsi MaxAdvertiser: Mark1Country: South Africa

Strategy

Objectives
  • To increase the South African market share from 0.8%
  • To bring the brand positioning and tonality to life
  • To make local sense of the UEFA Champions League Sponsorship
Digital KPIs:
  • Get more than 8 million impressions
  • Increase positive sentiment to above 70%

We had seen from previous campaigns that local supporters weren't massive fans of the UEFA Champions League, this may be due to the game broadcasting being inaccessible to anybody without satellite TV. In order to get the brand recognition and reach we were...

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