Bringing advertising 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.
VIEWS IN TWO WEEKS
UPLIFT IN MARKET
SHARE ACROSS EMEA
BRAND IMPRESSIONS
Challenge
Coke is the default choice of cola and even more so at Christmas. We need to disrupt the norm to bring the new generation of cola drinkers into MAX.
INSIGHT
At Christmas, Coke and almost all brands default to safe nostalgia and old traditions, but our audience want to do it their way, not by inherited rules.
IDEA >
REFRESH YOUR CHRISTMAS
Our ‘Christmas Refreshed’ campaign encourages people to throw out the Christmas cliches, and challenge convention as Pepsi MAX have always gone.
CULTURAL
ADVANTAGE
We put up and coming rap artists at the heart of our AV so it felt more like a music video than an ad. We then hijacked Coke’s biggest Christmas symbol and subverted it, then backed it with bold out of home that challenged Christmas tropes at scale. Our *Santa Caught Red Handed film blew up across social.
