Pepsi MAX has unveiled its new campaign, ‘Bring Out The Flavour’. Created in collaboration with, and starring its community of creators, the Pepsi Pioneers, it marks the soft drink brand’s first-ever co-created campaign.
Spotlighting Pepsi MAX’s core summer flavour range – Cherry, Lime, and Mango – the campaign encourages people to seek out feel-good moments amidst life’s daily pressures. Featuring Pepsi Pioneers, including Emma Johnson (@emmasrectangle), Formz (@_formz) and Luke Vernon (@lukevernon), each campaign spot illustrates how these distinct flavours act as a catalyst, shifting the mood and energy of Pepsi MAX’s Pioneers from an ‘8 to a 10’.
Rolling out this week, ‘Bring Out The Flavour’ will be activated through a 20-second hero TV spot, nationwide OOH placements, and extensive digital and social media activations, featuring bespoke creator-led content that matches the Pioneers’ personalities.
A bookable experiential activity will also launch in Central London, open from Thursday 11th to Sunday 14th September. Pepsi MAX are teaming up with the award-winning Townhouse nails to launch the Pepsi MAX Cherry x Townhouse Salon in Covent Garden. Inspired by Pepsi MAX Cherry, guests will be offered the “ultimate cherry glow up”, including curated manicures, a ‘glow and go’ cherry-infused makeup station, a bespoke drinks bar and cherry-themed giveaways. Across the UK, Townhouse customers can also book the Pepsi MAX Cherry Manicure at any Townhouse Salon from 15th September.
Steven Hind, CMO Beverages, UK&I at PepsiCo, commented: “The ‘Bring Out The Flavour’ campaign marks a significant moment for Pepsi MAX. By empowering our Pepsi Pioneers to not only co-create but also star in the campaign, we’re not just launching new advertising; we’re deepening our authentic connection with our audiences.
“This campaign is a vibrant celebration of our flavour range and the positive mood shift it brings, encouraging our audience to embody unapologetic enjoyment every day. It’s a testament to the power of true collaboration and our belief in the creative energy of our community.”
