M&C Saatchi Sport & Entertainment wins Pepsi Max

M&C Saatchi Sport & Entertainment has been appointed to handle a new V8 sponsorship campaign for Pepsi Max.  

The announcement:

PepsiCo has engaged specialist sponsorship agency M&C Saatchi Sport & Entertainment to work on a forthcoming project that will see the Pepsi Max brand sponsor a V8 Supercar Team.

The agency was tasked to recommend an entry strategy and develop a leverage plan for the motor sport project, which will signal the brand’s first major sponsorship within the Australian market.

PepisCo has already secured a partnership with a V8 Supercar team that will be announced in coming weeks with the campaign to be led by M&C Saatchi Sport & Entertainment Account Director Danae Vrettos and PepsiCo National Promotions Manager Danielle Westerbrink. The sponsorship will see the car take on a graffiti inspired livery designed by artists and race fans that will change throughout the season.

“We’re delighted to have been selected to work on this project and can’t wait to get started,” M&C Saatchi Sport & Entertainment Managing Director Andrew Condon said.

“It’s really pleasing that the team over at Pepsi share our approach to sponsorship. Too many brands are taking a traditional approach and conveying very little meaning for their dollar spend. We have a unique approach to V8 Supercars in place, inspired by street art, that will hopefully change this and deliver a great campaign for Pepsi Max.”

PepsiCo Marketing Director Kim McConnie, said: “We were very impressed with M&C Saatchi Sport & Entertainment’s creative approach backed up by their extensive expertise of the sponsorship landscape and deep knowledge of our business. We look forward to building a great working relationship with them.”

Founded in Sydney in October 2009 M&C Saatchi Sport & Entertainment specialises in the strategy and activation of sponsorships. The agency is retained to work on Qantas’ sponsorship portfolio, which this year included the airline’s FIFA World Cup campaign as well as creating the ‘Boots and Dreams’ campaign for their AFL sponsorship.

Other highlights from the agency’s first year include completing successful projects for IAG, ANZ, Schweppes and wiggle.co.uk.

Source: M&C Saatchi press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.