Pepsi Max challenges its competitors in new campaign for International Burger Day, via Special Australia

Earlier this week, Pepsi Max, in collaboration with Special Australia, launched a new ‘Tastes Better’ campaign, challenging Australia’s default cola choice, “because burgers deserve better”.

The campaign coincided with International Burger Day on 28 May, leaning into Pepsi’s ‘challenger mentality’ via a truck with full-size signage that was delivered to fast food restaurants, snatching attention away from its competitor.

The campaign also included projected signage across Sydney CBD, films, an influencer program and out-of-home signs.

Max McKeon, creative director at Special said: “A sign on a pole on a truck sounded simple enough when we started. But apparently a mobile pneumatic mast that can hold a heavy sail-like object in moderate winds is no mean feat of engineering. We even lost one mast in the process, that had to be shipped back to Italy and swapped with a local one at short notice. Shout out to our production partners (thanks/sorry!).”

The campaign’s objective was to inform all Australians that their regular ordering habits were preventing meals from reaching their full flavour potential, and that Pepsi Max is ‘perfectly designed’ to bring out the flavour in everyone’s favourite foods.

Vandita Pandey, chief marketing officer ANZ, snacks and beverages at PepsiCo, said: “We have long known that Pepsi Max tastes better than our main competitor.

“However, the flavour benefits that our taste profile brings to everyone’s favourite meals, and the fact that without a Pepsi Max, you are not doing your favourite meal justice, was something we wanted all of Australia to realise.

“We have always been a challenger brand, and we’re excited to have partnered with Special Group to create a bold and disruptive campaign that will drive attention and hijack a very habitual occasion.”

An OOH sign for the new campaign

Special creative director, Harry Neville-Towle, added: “We’re fighting years, even decades, of habitual ordering.

“To wake Australia up to a better alternative, we took our International Burger Day message to the heartland of great burgers, and our competitor’s domain, to deliver our message where it would have the most impact.”

The influencer program included Chebbo’s Burgers, Burgerhead and Fatties Burger Appreciation Society Association.

The campaign launched on International Burger Day, Sunday May 28, and continues through June.

To support it, PepsiCo is giving away half a million Pepsi Max cans nationwide, via a partnership with UberEats. Plus, Melbourne burger bar Burgertory has served complimentary Pepsi Max to every customer online and in-store, and have introduced Pepsi Max-inspired menu items.

See the creation of the Pepsi Max below.


Client: PepsiCo- Pepsi Max

Agency: Special Australia


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