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.

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.”


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


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