Pepsi Max's 'Unbelievable' Loop-the-loop

From its launch through to today and its global strategy of getting a generation of millennials to “Live for Now”, Pepsi has always been about the new generation.

For 2014, PepsiCo wanted to create an integrated campaign for the UK that leverages the global strategy of “Live for Now” and raise awareness of Pepsi Max’s proposition of ‘maximum taste AND no sugar’. 

The strategy for the campaign was informed by the understanding that, for the target audience, the discovery that a no sugar drink still has maximum cola taste is “unbelievably” good. To bring this to life, AMV BBDO has created, collaborated on and curated a host of unbelievable feats and experiences.

With YouTube lying at the heart of Millennials’ lives, being the first place they look for entertainment and a rich source of great social currency, it became a key channel within the new campaign. Working with Google, the agency created “The Unbelievable Channel” on YouTube, with fresh content posted weekly. This includes unbelievable feats created by Pepsi Max – for example, “Can a human run a loop the loop for the first time?” – as well as the Pepsi Max Unbelievable Challenges. 

To create the content AMV BBDO worked with talented YouTube personalities, pairing some of the best emerging YouTube directors like Jack Howard, TimH and Adrian Bliss, with some of the most unbelievably skilled talent like Damien Walters, F2 Football Freestylers, Storror Group & Mindtrick, to push their content to new heights. 

The unbelievable message will also live across a host of other media channels. ‘Media first’ digital outdoor executions will include user-generated unbelievable Vines on sites across the UK , and an  augmented reality bus shelter on New Oxford St from 10th March. 

The idea will also be supported through sampling, packaging and strong points of sale in retail and leisure.