Pepsi Max: Unbelievable

Brands as old as Pepsi in flat or declining markets rarely experience a growth surge that outperforms their category. This is the story of how a switch to a content-led digital strategy, that focused on the no-sugar variant, Pepsi Max, re-engaged a millennial audience. Starting with a film which featured the magician, Dynamo, to position Pepsi as a brand that made 'anything possible', the approach invested in using film clips, a YouTube channel and outdoor sites to bring surprising and entertaining content to audiences, including gymnastic stunts and simulated invasions of city streets by aliens and giant insects.The approach generated an additional 54m in revenue and a marketing ROI of2.25 for every 1 spent.