The Pepsi MAX brand has launched a new campaign, ‘Better with Pepsi MAX’, aimed at celebrating the food moments that can be elevated with the taste of the soft drink.
As a continuation of the brand’s ongoing platform, ‘Thirsty For More’, the nationwide campaign sees consumers being invited to enjoy food and drink combinations through collaborations with KFC, alongside celebrity chef Big Zuu, Amazon Ads and Twisted, food media brand at Jungle Creations.
‘Better with Pepsi MAX’ has launched with out-of-home, digital and radio advertising, appearing across the UK to show consumers some of the meals that the taste credentials of Pepsi MAX can make better. Consumers will notice the digital OOH creatives that complement KFC through neighbouring posters, connecting the fast-food chain’s ‘There’s Nothing Like the First Bite’ visuals with Pepsi MAX’s own ‘Better with Pepsi MAX’ visuals.
The new social media-led content series from Twisted and Big Zuu will lead consumers through fifteen-minute recipes that pair well with Pepsi MAX. Ingredients from the recipes will also be available through a new Amazon brand store developed by Amazon Ads, launching this month, which allows viewers to purchase the items shown in the episodes to recreate these meals at home.
Georgina Meddows-Smith, UK Beverages Marketing Director, commented: “We’re so excited to launch ‘Better with Pepsi MAX’ to celebrate the nation’s love for a refreshing no sugar cola during mealtimes. Last summer’s Pepsi MAX Taste Challenge confirmed 70% of the United Kingdom prefers the taste of Pepsi MAX to the nation’s top-selling full-sugar cola brand, making it the perfect addition to mealtimes for an even better dining experience.
“With a vibrant personality and incomparable talent for cooking, Big Zuu is also the perfect partner to help create recipes that taste better with a refreshing Pepsi MAX. KFC has also been a long-time partner who is also all about highlighting its great taste, so collaborating with them as one of the restaurants on this campaign was a natural fit.”
NAM Implications:
- A pointer for others?
- (Especially via the precision of Retail Media…)
