Pepsi Max has announced the launch of its ‘Max Your Summer’ campaign with a TV advertisement kick starting a multimillion dollar, multi-channel, integrated marketing campaign to coincide with new product packaging.
The campaign will be rolled out over the next three months, and aims to encourage people to avoid letting anything get in the way of summer fun and good times. The campaign will be accompanied by what PepsiCo says will be “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.
“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,” PepsiCo marketing Director ANZ Tami Cunningham said. “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.