Pepsi Max: Unbelievable
Peter Zezulka
Campaign details
Brand owner: PepsiCoLead agency: AMVBBDOContributing agency: AMVBBDOBrand: Pepsi MaxCountry: United KingdomIndustry Non-alcoholic, soft drinksChannels used: Content marketing, Earned media, buzz, Internet - display, Internet - general, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Social mediaMedia budget: $1 - $3 million
Executive summary
This case study describes how Pepsi Max re-energised itself in the UK in the eyes of its younger audience by changing how it communicated as a brand, behaving more like an...