Global food, snack and beverage company PepsiCo recently launched its sugar free cola Pepsi Max. The brand positioning of Pepsi Max is to offer ‘Maximum Kick, No Sugar’ experience.
Sharing the advertising and marketing plans, Sandeep Singh Arora, Executive VP, Marketing, PepsiCo India, told exchange4media, “The Indian TVC of Pepsi Max is an adaptation of the Pepsi Max TVC aired internationally. Pepsi Max has taken a very audacious move of launching the brand almost without any television media buy. Instead, it will run the ad campaign only on the worldwide web and social networking sites. This highly targeted online campaign is grabbing attention, while also providing a unique engagement platform for Max.”
“The Pepsi Max launch will be supported by a 360 degree plan with ‘disruption’ at its core. Consumers will be greeted by larger-than-life outdoor campaigns comprising building wraps as well as huge Pepsi Max bottles and other ‘spectacular’ visibles at high traffic zones and youth hangouts. In addition to in-store activation, experiential sampling will be given a whole new meaning, with exclusive mobile bars in high visibility areas, like multiplexes and malls allowing consumers to interact with bartenders through a never seen before sampling exercise,” added Arora.
He further said, “Another interesting part of the marketing mix has been the promotion called ‘Why Mix it if you can Max it’, which has been introduced in clubs and bars of Delhi, wherein we have done a complete roadblock by serving only Pepsi Max has a non-alcohol beverage mixer. The promotion has generated tremendous buzz by creating word of mouth publicity of the brand, as a result it is today seen with the who’s who of Delhi.”
“Pepsi Max addresses the need of the urban young adults who are looking for a strong attitude quotient in their beverage options, but are not willing to compromise on taste. Based on the insight - ‘Normal is boring’ - Pepsi Max targets urban young adults in the age group of 25-33 years, who believe in getting more out of every moment,” Arora noted.
With a rationale of ‘Fewer Bigger Better’, the Pepsi Max outdoor campaign has the Pepsi Max bottle as the dominating element with the message: ‘Maximum Kick, No Sugar’. This iconic visual has been used in a variety of formats such as unipoles, billboards, specially shaped pole kiosks strategically placed in high traffic zones, markets, malls and other youth catchment areas. The agency has used outdoor as an eye-catching reminder to drive buzz around the campaign. These disruptive structures scaling heights of Delhi can be found at major intersections like Defence Colony, Nelson Mandela Marg, Panscheel Marg, ITO, Nathupur, and popular malls like Select Citywalk, Ambience mall, and DT Malls.
“We plan to scale up Pepsi Max by gradually launching the brand in other markets in the coming months,” Arora added.