#ChristmasRefreshed
Bringing advertsing and music together on one platform
Every year Pepsi MAX face the challenge of rivalling Coke during Christmas with a 10:1 spend disadvantage. In response, they opted to refresh things, eschewing the traditional sugar-coated holiday imagery for something that chimed with their audience.
The Challenge
How can Pepsi Max win the cola war at Christmas? Dislodging their biggest competitor from being the key brand of the holiday season, when they’re being outspent 10:1?
Getting unconventional
We knew that Coke would bring everyone their version of Christmas - Santa, the big Coke truck, traditional snowy Christmas scenes. We felt that this Christmas was just too important to have it served up to you, we wanted you to have it your way, not Coke’s. So out went the snow, christmas jumpers and pine trees and in came two rappers, palm trees and tracksuits. We trolled Coke through a brilliant piece of online content - Santa CCTV - and took the campaign all around the world.
Impact
Activated in 7 countries across Europe, with over 150+ pieces of campaign content created.
Every market saw gains in market share against Coke - +0.8% in UK, 1.3% in IR, +5% in DK, +2.3% in NL
Santa CCTV film - 12.6M views, 320K likes, 51M shares, 27M comments
Media Mix
Outdoor, TV, Digital Display, Radio, TikTok, Instagram
