The new commercials, which go on air from August 21, feature a series of stunts as two flatmates fight kung fu-style over a can of Pepsi Max and have been designed to appeal to the drink’s core 16 to 24-year-old audience.
This will be supported by cinema and outdoor poster ads, point-of sale material and a sampling campaign targeting 500,000 consumers at outdoor events across the August Bank Holiday to reinforce the brand’s maximum taste credentials. New
promotional packs featuring characters from the new television commercials and the strapline ‘live life to the Max’ roll out this week.
Richard Collins, Britvic’s director of brand marketing, said diet cola drinkers wanted a fuller taste to their products.
“The campaign will drive intrigue and excitement around Pepsi Max and take its unique proposition of maximum taste, no added sugar to a broader audience of diet cola drinkers,” he added.