Pepsi MAX integrated campaign includes AR, sampling, experiential
Monday March 24, 2014 at 11:09am
Britvic Soft Drinks and PepsiCo UK have launched a new marketing campaign for Pepsi MAX aimed at addressing the target audience’s belief that sugar-free colas do not taste as good as versions with sugar. The ‘Maximum Taste, No Sugar’ campaign targets 18-24 year olds and aims to inspire them to choose Pepsi MAX in store. Part of Pepsi UK’s ‘Unbelievable’ campaign, which challenges traditional perceptions and aims to deliver the unexpected, the ‘Maximum Taste, No Sugar’ message will be communicated via a multi-million pound Above-the Line campaign which seeks to celebrate 'unbelievable feats’ brought to consumers by Pepsi MAX. The new campaign will include TV sponsorship, innovative outdoor advertising, experiential, digital and a three week sampling campaign, which will hit city centres during March. The out-of -home campaign will feature two industry firsts, including cutting edge digital advertising for outdoor media that uses Vine to advertise the product and encourages fans to submit their own six second videos of something ‘Unbelievable’ using the hashtag #LiveForNow. Pepsi MAX will also be using augmented reality 6-sheets to disrupt and engage consumers up and down the UK. The brand is also running a Pepsi MAX sensory experiential stunt in central London which will then be rolled out on a smaller scale to other cities nationwide. In-store activation will be implemented to ensure maximum exposure for the new campaign and to prompt consumer trial. Britvic will be disrupting shoppers with bold display solutions for retailers including chiller tools, free-standing display units, shelf barkers, floor vinyl’s, promotions on the Pepsi on-the-go range for both 600ml and 330ml formats and electronic display signs for cinemas. Pepsi will also be creating a host of online content throughout the year.