Pepsi Australia ‘takes summer to the Max’ in a new campaign via Clemenger BBDO, Sydney
PepsiCo Australia is ‘taking summer to the Max’ with a new campaign for Pepsi Maxcola spearheaded by a locally created television commercial, heralding a new era in the “no sugar” cola category it revolutionized 21 years ago.
The campaign is led by a new television commercial, created by Clemenger BBDO Sydney and marks the return to the iconic “Live Life to the Max” tagline now part of the Australian vernacular. The TVC is supported by a digital and outdoor campaign.
In the 30-second “Exchange” TV commercial, two groups of campers, set up on opposite river banks share their food and beverage supplies. They use various resourceful techniques to implement the cross-water exchange, In the final exchange, a camper propels himself “wakeboard-style” across the river with a case of Pepsi Max under arm.
The new campaign reflects the heart and soul of the Pepsi Max brand says PepsiCo Australia & New Zealand marketing director, Jenni Dill.
Says Dill: “Pepsi Max broke all the rules in the cola category in Australia when we created great tasting no sugar cola in 1993. The brand has been instrumental in establishing sugar free cola consumption amongst males and we have continued to focus on this sugar free product resulting in Pepsi Max being our biggest selling brand.”
The summer campaign is a transition for Pepsi Max, focusing on a broader group of consumers looking for a great taste, no sugar cola.
Says Dill: “Australians understand ‘no sugar’ doesn’t mean taste compromise when it comes to Pepsi Max. The new campaign reflects not only the heart and soul of the brand but also celebrates the Australian way of life.”
Client: PepsiCo Australia & New Zealand
Brand: Pepsi Max
Marketing Director: Jenni Dill
Marketing Manager: Rachel Taylor
Senior Brand Manager: Andrew May
Advertising Agency: Clemenger BBDO Sydney
Creative Directors: Luke Hawkins & Ben Smith
Art Director: Andrew Chu
Copywriter: James Beswick
Senior Account Manager: Ryan Corlett
Agency Producer: Lisa Brown
Production Company: Photoplay Films
Director: Scott Otto Anderson
Executive Producer: Oliver Lawrance
Media: PHD
15 Comments
Two bombs in a week Clems Sydney. What are you guys doing down there? it’s certainly not creative
This is down right awful – not blaming the creatives involved instead think Pepsi need to take a big look at themselves and work out what their audience wants and what the brand should stand for.
Never understand why such a powerful brand like Pepsi always comes off as feeling cheap and missing the mark.
Hot tip – Kids these days don’t like to be forced messages – Massive pack shots in every shots, Smiths chips thrown in are off putting. why don’t you have a go at making some interesting content they want to associate with. Just look at Levis or Redbull.
yiiiikes
Thought I was having a bad day. Imagine having to work on that shite account and come up with an ‘edgy ad that gets aussie kids to live life to the max’. Clients get the work they deserve.
Oh dear
So the real version of this ad is the guys screaming “show us your tits”.
this has steam coming off it.
@OMG said has nailed it.
this is so far from the mark from what todays youth want/expect demand from brands. it’s so clear this is an out of date marketing team and a agency that’s taking it up the proverbial to take the $$$. rubbish, rubbish, rubbish. this is no way celebrates the ‘australian way of life’ and if this is the ‘soul of the brand’ then they are absolutely F@#$%^.
And the ‘actors’ are so painfully self-conscious. The ‘enjoyment’ shots are beneath cringeworthy. Who authorises and approves this sort of ‘advertising’?
this is a disgrace. The direction is awful. And i don’t want to blame the director but the casting and the tone is off. I’d like to think the client screwed it up – but someone did. ouch. The actors are so del aware – put money into talent.
Even the youtube description is self aware. What’s up with the spoiler alert!
“See what happens in the new Australian-made Pepsi Max TV commercial when two groups of campers set up on opposite river banks share their food and beverage supplies using various resourceful techniques to implement the cross-water exchange.
Finale spoiler: a camper propels himself “wakeboard-style” across the river with a case of Pepsi Max under arm.”
‘Taking summer to the max’ and ‘breaking all the rules’ You’re so up in my face Pepsi, I’m not sure the kids are ready for all this ‘tude. Totally mintox!
Yuck. All round yuck.
What are the girls shooting? Are they ‘Aussie’ hot dogs??
Who is the blonde girl in the pink and white and where can she be booked from ??
Where is this TVC filmed?