Pepsi MAX has launched its highly anticipated Christmas campaign for 2024, encouraging Brits to embrace the festive spirit and put their to-do lists on hold.
The integrated campaign – It Can Wait – celebrates the magic of Christmas by encouraging a ‘tools down’ mentality and putting enjoyment first during the holiday season. It was devised by Pepsi’s in-house creative agency, Sips and Bites, and will be aired across 29 territories.
The brand’s campaign kicked off with a 60-second TV ad, a 20-second edit of which premiered during the new series of I’m a Celebrity…Get Me Out of Here!.
The ad features a remix of the festive classic It’s Beginning to Look a Lot Like Christmas, performed by up-and-coming UK artist Poppy Adjudha and humorously depicts how life’s usual obligations – such as work, gym sessions, and studying – can be postponed until January.
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The campaign will roll out across Meta, Snapchat, YouTube Shorts, as well as digital out-of-home locations, audio and video-on-demand platforms.
One highlight of the campaign is the ‘Of-Fizz Snowball Fight’ pop-up experience, open from 9 to 12 December at 59 Greek Street in Soho, London.
The interactive installation will offer office workers a festive escape, featuring games and challenges such as Silence that Call, Whiteboard Wipeout and Knock the Can into Jan.
“The festive season is all about making memories and having fun with those we love and taking the time to enjoy the festive season,” said Steven Hind, senior marketing director, Beverages UK & Western Europe, “
“Our Christmas ad really brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying our brand ethos of being ‘thirsty for more’.”
Matt Watson, Sips&Bites ECD added: “There is no better feeling than slamming that Out of Office on and skipping into the festivities, right?! ‘It can wait’ is that mentality.
“So, we wanted to double down on this feeling, and celebrate this world left behind because we are going all in on fun and enjoyment. It’s Christmas after all.”
