Pepsi Max rolls out multimillion-dollar summer campaign

Arvind Hickman
By Arvind Hickman | 11 November 2016

Pepsi Max is encouraging Aussies to not let anything get in the way of summer fun in a new multimillion-dollar campaign.

The Max Your Summer campaign comprises TV advertisements and is a multi-channel, integrated marketing campaign to coincide with new product packaging.

To be rolled out across three months, the campaign calls on consumers to “harness the Aussie spirit of mateship, ingenuity and good humour to max their summer”.  

A TVC will be accompanied by a range of out-of-home placements with “disruptive” executions across retail and large format including bus sides, and digital panels. 

The fun spot, by Clemenger BBDO Sydney, features a huge makeshift slip n slide that gets everyone in the neighbourhood sliding around and having fun in True Pepsi Max style.

In addition, selected Pepsi Max ambassadors will join V8 Supercar driver Chaz Mostert aboard a Pepsi Max Kombi Van and bring to life their favourite summer hack across Facebook, Twitter and Instagram. Pepsi Max will also bring its brand ingenuity to life through partnerships with Snapchat and Buzzfeed.

“The Aussie summer is world-famous, but unfortunately we don’t always get the opportunity to make the most of it because everyday life gets in the way,” marketing director Tami Cunningham says. 

“This summer, Pepsi Max is all about bringing our ingenious spirit to the Australian summer and inspiring Aussies to max their summer in every way possible.”

The Max Your Summer campaign will see new branding on Pepsi Max and Pepsi cans, featuring specially designed icons that reflect the Aussie summer.

Credits

Simon Koay – Senior Art Director
Josh Aitken – Senior Copywriter
Ben Smith – Creative Director
Anna Borien – Senior Account Director
Jessica Gill – Account Executive
Toby Clark – Planner
Jo Howlett – Senior TV Producer
Anthony Tiernan – Senior Sound Engineer, Pitchfork Recording Studios
Production Company – Rabbit Content
Lachlan Dickie – Director
Alexandra Hay – Executive Producer, Rabbit
Editor – Simon Price, Arc Edit
Composer – Alejandro Gomez & Lukas Farry, Otis Studios
Post Production – White Chocolate 

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