Making the unbelievable possible for Pepsi Max
Emma Batho, Pete Zazulka and Bridget Angear
Campaign details
Client: Pepsi MaxAgency: AMVBBDOBrand: Pepsico
Summary
In 2013, Pepsi Max UK was in trouble.
After years of heavy discounting and adapting big American TVCs, it had lost relevance to the primary consumer (18-34s)1 and become "Poor man's Coke."
Coke on the other hand was a behemoth. Sales of single serve formats of regular Coca-Cola alone were 1.5 times bigger than the entire Pepsi Max cola business,2and it had all of the benefits of...