Pepsi MAX launches ‘genius’ new product in London’s Shoreditch
Friday April 24, 2015 at 2:24pm
UK soft drinks manufacturer Britvic launched its new Pepsi MAX glass bottle to London’s on-trade audience this week at a Rebel Bingo party in London’s trendy Shoreditch. The launch party, which was created for Britvic by event and experiential agency RPM, took place at the Village Underground in Shoreditch. The night saw the launch of both a new 200ml and 330ml glass bottle of Pepsi Max which is part of a wider campaign from Britvic. After entering the underground venue, guests were fully immersed in the Pepsi MAX world. Shortly after arrival, the Pepsi MAX MC took to the stage to welcome everyone and introduce the new product before announcing the night’s entertainment – a Pepsi MAX Genius mash up of Rebel Bingo and The MAX Night Ballers. Rebel Bingo is a twist on the traditional game of Bingo, marrying dance DJs and bingo, while The MAX Night Ballers involved a display of high-tempo freestyle basketball. Three rounds were played with each representing a different serve using Pepsi MAX which were presented by award winning mixologist Jake Burger. Bartenders showcased the new signature serves developed with an industry leading mixologist. Vermouth MAX, Brandy MAX, Tequila MAX and Bourbon MAX all highlighted different flavours and facets within the unique tasting notes of Pepsi MAX. There were also three different garnishes that could be added to Pepsi MAX at the MAX Bar – including lemon, orange and clapped mint. RPM used urban items to create a scene of ‘twisted genius’ within the venue including a twisted bottle installation and a brand imagery display, which used gig ‘playbill’ style posters torn in the right places to reveal interesting brand info about Pepsi MAX. Combined with chain link fencing and sports netting this gave a feeling of authenticity in line with the chosen space. Jo Spencer, Britvic’s Brand Director, says: “The event perfectly complemented the fresh and modern design of the new Pepsi Max glass bottle. It struck an ideal balance between providing fun entertainment and information on the new glass bottle to our key on-trade community.” At the end of the evening guests received a tote bag containing a 200ml bottle of Pepsi MAX and a full size bottle of one of the spirits to create their own signature serve in their bars.