Pepsi Max kicks off new #MaxYourSummer campaign via Clemenger BBDO, Sydney
Pepsi Max has today announced the launch of its Max Your Summer campaign with a new TV advertisement via Clemenger BBDO Sydney, kick-starting a multimillion dollar, multi-channel, integrated marketing campaign to coincide with new product packaging.
To be rolled out across three months, the campaign encourages Aussies to not let anything get in the way of summer fun and good times, calling on consumers to harness the Aussie spirit of mateship, ingenuity and good humour to max their summer.
As well as a heavyweight TVC the campaign will be accompanied by a strong out-of-home presence with a series of disruptive executions across retail and large format including bus sides, and digital panels.
In separate content to be featured across radio, Facebook, Twitter and Instagram, selected Pepsi Max ambassadors will join V8 Supercar driver Chaz Mostert aboard a Pepsi Max Kombi Van and bring to life their favourite summer hacks. Pepsi Max will also bring its brand ingenuity to life through partnerships with Snapchat and Buzzfeed.
Says Tami Cunningham, marketing director: “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. 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 iconic Aussie summer.
Agency: Clemenger BBDO, Sydney
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
12 Comments
A Pepsi Max Kombi van with my favourite V8 Supercar driver CHAZ… It’s like 1997 all over again!
Tubular!
Totally Radical. I’m going to buy so much Pepsi Max this Australian Summer!
I love it. Two years ago I was in Sydney when all these promotional agencies were rolling out water slides down city streets, it was awesome. It’s as though you caught that moment on film, held on to it for a couple of years and then put a Pepsi logo at the end. Totes cool guys, so ‘on’ trendy.
I have so missed all those films from 10 or more years ago where everyone would come together to build something then either eats or drinks the product at the end.
But Clem’s you have brought them back!!
Yay!… big Yay!
Uncle Tobys did it yonks ago…
https://www.youtube.com/watch?v=OdRDzerF8VU
How fortunate to have a liquid soap tanker truck close by.
Like you see those all the time. Never.
I know it’s not meant to be thought about too hard, but sometimes it’s kind of difficult to get on board the ride when the foundations are kinda flimsy (especially when the pay off ain’t great).
this is fucking brilliant.
Game -changing advertising from Clems! This is totally going to cut through a 19yr olds newsfeed on Facebook or displace the Buzzed content.
No credit for the amazing ECD Paul Nagy?
Not to mention the fact that all their friends live close enough to bring their own tarps to build the slide!…. They live so close to the beach they aren’t even stuck in traffic.
Teenagers are cynical… They will pull it apart instantly.
But then again, this will be completely ignored- so I guess Clems can get away with such a lazy setup.
Makes me want to get a big old can of Pepsi max and spray it all over myself.
bahahahaha!!!!!
This Pepsi Max advert has been on high rotation at the moment (since running in late 1026) and I’m just no convinced by the “pseudo-intellectual” meaning behind the advert. Perhaps one isn’t meant to think too much about such an advert, but I don’t aspire to creating a water slide in order to get to the beach a few minutes quicker than the minor traffic jam only to be rewarded with a soda pop. Storytelling has become something else entirely it seems. And, may I ask, what does “Reel the tops” actually mean, which is what the principal character states to a couple of gulliable girls over FaceTime I assume?