US soft drink brand Pepsi MAX has this week partnered with a range of major brands for the launch of its latest integrated campaign.
‘Better With Pepsi MAX’ will be pushed out across the UK this spring, with a creative centred around how soft drinks such as Pepsi Max can elevate any meal.
Coming as part of the brand’s ongoing #ThristyForMore brand platform, assets will bring to life major collaborations with KFC, celebrity chef Big Zuu, Amazon Ads and food media brand Twisted.
Tapping into the mutual recognition of both brands, Pepsi MAX x KFC out-of-home assets will be placed close to the US chain’s restaurants and will feature a combined creative identity.
“We’re so excited to launch ‘Better with Pepsi MAX’ to celebrate the nation’s love for a refreshing no sugar cola during mealtimes,” PepsiCo UK beverages marketing director, Georgina Meddows-Smith said.
“Last summer’s Pepsi MAX Taste Challenge confirmed 70% of the United Kingdom prefer 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.”
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She continued: “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.”
Alongside the hero out-of-home assets, the campaign will be supported by executions across digital and radio advertising from early May.
KFC UK and Ireland marketing director, Richard Hall added: “At KFC, we like to think we know a thing or two about pairings – after all, our Secret Recipe of 11 herbs and spices are a match made in heaven.
“And that’s why we’ve collaborated with our friends at Pepsi MAX with their new ‘Better with Pepsi MAX’ campaign. Because nothing beats a Pepsi MAX and delicious KFC. Nothing.”
