Campaign: PepsiCo Takes Sharing To The MAX

Campaign: PepsiCo Takes Sharing To The MAX

PepsiCo Australia is ‘taking summer to the Max’ with a new campaign for Pepsi Maxcola with a locally created television commercial.

The campaign is led by a new TVC, created by Clemenger BBDO Sydney, and marks the return to the iconic “Live Life to the Max” tagline which is also supported by a digital and outdoor campaign.

In the 30-second TV commercial, two groups of campers, set up on opposite river banks share their food and beverage supplies. They use various resourceful techniques to implement the cross-water exchange.  In the final exchange, a camper propels himself across the river with a case of Pepsi Max under arm.

The new campaign reflects the heart and soul of the Pepsi Max brand says PepsiCo Australia & New Zealand marketing director, Jenni Dill.

“Pepsi Max broke all the rules in the cola category in Australia when we created great tasting no sugar cola in 1993. The brand has been instrumental in establishing sugar free cola consumption amongst males and we have continued to focus on this sugar free product resulting in Pepsi Max being our biggest selling brand.”

The summer campaign is a transition for Pepsi Max, focusing on a broader group of consumers looking for a great taste, no sugar cola.

“Australians understand ‘no sugar’ doesn’t mean taste compromise when it comes to Pepsi Max. The new campaign reflects not only the heart and soul of the brand but also celebrates the Australian way of life, ” says Jenni Dill.

The campaign was rolled out nationally on free-to-air and pay TV on November 4.


Client: PepsiCo Australia & New Zealand

Brand: Pepsi Max

Marketing Director: Jenni Dill

Marketing Manager: Rachel Taylor

Senior Brand Manager: Andrew May

Advertising Agency: Clemenger BBDO Sydney

Creative Directors: Luke Hawkins & Ben Smith

Art Director: Andrew Chu

Copywriter: James Beswick

Senior Account Manager: Ryan Corlett

Agency Producer: Lisa Brown

Production Company: Photoplay Films

Director: Scott Otto Anderson

Executive Producer: Oliver Lawrance

Media: PHD

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