Pepsi returns to ‘Live life to the max’ in new TV push for Pepsi Max
Pepsi has returned to its Live Life to the Max tagline as it kicked off a TV-led campaign for its sugar free Pepsi Max brand.
The 30-second TV spot will be supported by digital and outdoor executions in a campaign created by Clemenger BBDO Sydney.
https://www.youtube.com/watch?v=Q3v-N8o3lc0&feature=youtu.be
The locally-produced commercial features two groups of campers on opposite banks of a river, one of which has run out of Pepsi Max. The groups then use various methods to exchange food and drink and concludes with a camper crossing the river wakeboard style with a case of Pepsi Max.
The campaign is in stark contrast to rival Coke’s marketing push with the soft drinks giant ditching TV in favour of a social and digital crusade.
PepsiCo Australia and New Zealand marketing director Jenni Dill said the campaign is aimed at broad cross section of consumers and “reflects the heart and soul of the Pepsi Max brand”.
“Pepsi Max broke all the rules in the cola category in Australia when we created great tasting no sugar cola in 1993. The brand has been instrumental in establishing sugar free cola consumption amongst males and we have continued to focus on this sugar free product resulting in Pepsi Max being our biggest selling brand,” she said.
“Australians understand ‘no sugar’ doesn’t mean taste compromise when it comes to Pepsi Max. The new campaign reflects not only the heart and soul of the brand but also celebrates the Australian way of life.”
Credits
Client: PepsiCo Australia & New Zealand
Brand: Pepsi Max
Marketing Director: Jenni Dill
Marketing Manager: Rachel Taylor
Senior Brand Manager: Andrew May
Advertising Agency: Clemenger BBDO Sydney
Creative Directors: Luke Hawkins & Ben Smith
Art Director: Andrew Chu
Copywriter: James Beswick
Senior Account Manager: Ryan Corlett
Agency Producer: Lisa Brown
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
