Campaign details

Brand: Pepsi Max
Brand owner: PepsiCo
Lead agencies: PHD, PepsiCo
Contributing agency: Time Out Australia
Country: Australia
Industry: Carbonated soft drinks
Media channels: Mobile & apps, Outdoor, out-of-home, Radio & audio, Search marketing, Sponsorship - media
Budget: 1 - 3 million

Market background and context

The soft drinks market in Australia is highly competitive, with many iconic brands looking to capture the hearts and thirsts of Australians throughout summer. Our marketing objectives in summer 2017 were to drive sales growth and increase speed of growth over summer, while increasing relevance and consideration to purchase Pepsi Max during this highly competitive period.

To solve these challenges, and to differentiate itself within the soft drinks category, Pepsi Max knew it needed to take a different approach to the repetitive, and idealistic, representations of summer often employed in the marketing communications of its competitors.