Pepsi Max has gone bold for its new integrated campaign, ‘You Probs Prefer Pepsi’, in response to its triumphant 2022 Pepsi Max taste challenge results.
Running on radio, TVC, digital advertising and across an out-of-home (OOH) London Underground partnership, the campaign celebrates the number of people who preferred Pepsi MAX compared to the UK’s biggest-selling full-sugar cola brand, in a blind taste test.
Last year’s challenge revealed that 70% of participants chose Pepsi over a leading competitor, which the soft drinks brand is now using to tell the nation that ‘the chances are, you probs do too’.
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Partnering with DJ, rapper, and television personality, Big Zuu, the brand will pop up across the UK with catchy OOH creatives featuring daily occurrences that appeal to the masses.
Zuu will be heard over the radio in a series of voiceovers and social media bits, further supported by the brand’s Max mixology tent which is touring the festival circuit, including both Wireless and Reading Music Festival.
“We are so excited about the launch of our latest summer campaign which provides a playful look at our incredible Taste Challenge results from 2022,” said Pepsi Beverages UK marketing director, Georgina Meddows-Smith.
“This campaign aims to challenge the perceptions of cola drinkers everywhere, by driving home the UK’s love for the great taste of Pepsi Max. Shining a light on how popular the taste of credentials are, we hope it makes consumers think twice when they next pick up a no-sugar cola.”
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Pity that those who drink Pepsi (or any other cola) probably also smoke and “hate walking” so they won’t look healthy like the models in the ad. They’ll be overweight, wheezing and a strain on NHS