Pepsi: PEPSI MAX - UNBELIEVABLE

Credits & Description:

CLIENT PEPSICO
PRODUCT PEPSI MAX
ENTRANT OMD INTERNATIONAL LONDON, UNITED KINGDOM
TYPE OF ENTRY USE OF MEDIA
CATEGORY USE OF OUTDOOR IN A MEDIA CAMPAIGN
TITLE PEPSI MAX - UNBELIEVABLE
PRODUCT/SERVICE PEPSI MAX
MEDIA AGENCY 2 OMD INTERNATIONAL LONDON, UNITED KINGDOM
ENTRANT COMPANY OMD INTERNATIONAL LONDON, UNITED KINGDOM
MEDIA AGENCY OMD INTERNATIONAL LONDON, UNITED KINGDOM
PRODUCTION COMPANY GRAND VISUAL LONDON, UNITED KINGDOM
RACHEL HOLMS PEPSICO SENIOR MARKETING MANAGER. WESTERN EUROPE.
SEBASTIAN MICOZZI PEPSICO SENIOR MARKETING MANAGER. WESTERN EUROPE
NATALIE REDFORD OMD UK BUSINESS DIRECTOR
ISOBEL DRACUP OMD UK COMMS PLANNING MANAGER
RICHARD SIMKINS TALON INNOVATION DIRECTOR
JEREMY TAYLOR GRAND VISUAL ACCOUNT DIRECTOR
KRISTIANA GRANT AMV ACCOUNT DIRECTOR
AMV ADDITIONAL COMPANY
TALON ADDITIONAL COMPANY
Results and Effectiveness
BRINGING FLYING SAUCERS TO A LONDON STREET INCREASED PEPSI MAX SALES 35% YOY We’ve had over 27 million views of our bus stop stunt and counting. We managed to whip up a PR frenzy, with news coverage as far afield as Brazil and Australia, reaching over 385 million people. In total, 90% of our coverage has been earned. Sales of Pepsi Max rose by 35% YOY during the month the activity ran. “We’ve only just begun our ‘unbelievable’ journey for Pepsi Max, but we’re already starting to see real benefits.” Sebastian Micozzi, Head of Marketing Beverages, PepsiCo.
Creative Execution
WE TURNED A DIGITAL 6-SHEET POSTER AT A NOTORIOUSLY BUSY LONDON BUS STOP INTO THE FIRST EVER AUGMENTED REALITY BILLBOARD The poster showed a live feed of the street ahead, giving the illusion of a see-through display. But as people waited and watched, Londoners were dramatically launched into something unbelievable. They saw giant robots crashing through the street, and passers-by being abducted by flying saucers. We filmed the full spectrum of their reactions – the surprise, the shock, the amazement and the eventual realisation that this was something special, brought to them by Pepsi Max. And we launched edited footage onto digital channels like YouTube and Twitter, so that millennials everywhere could experience the unbelievable scenes, courtesy of Pepsi Max.
Insights, Strategy and the Idea
CREATING A MEDIA FIRST IN OOH TO IGNITE THE ‘UNBELIEVABLE’, TURNING A DISENGAGED YOUNG AUDIENCE ONTO PEPSI MAX Our ambition for Pepsi Max is to become the cola of choice for active, sociable millennials. What sets Pepsi Max apart from its rivals is its unbelievable blend of maximum taste with no sugar. Our challenge: to dramatize this brand truth in a way that would entertain our notoriously hard-to-please youthful audience, and in so doing, win them over to Pepsi Max as the cola they automatically reach for. We know that the preferred mode of entertainment for millennials is bite-sized content that packs an emotional punch, and that can be ‘snacked on’ whenever, wherever. So we decided to create something unbelievable that would grab attention; that would bring the uniqueness of Pepsi Max to life; and vitally, lead to an unbelievable life of its own by getting people talking and sharing.
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