Pepsi Max's Sock Exchange Supports Homelessness Charity Crisis

This weekend, hundreds of people headed to the Pepsi MAX stock exchange in Birmingham town centre to swap the boring and mundane socks they’ve been gifted for exclusive merchandise. The no sugar cola, launched the pop-up as part of its wider Christmas is Better with Pepsi MAX campaign that has boasted feel-good festive experiences,  including free gift-wrapping stations across the UK this December.

To infuse a deeper meaning into the act of giving, Pepsi MAX partnered with the national homelessness charity Crisis, pledging a donation for each unique swap at the pop-up activation. 

Matt Downie, chief executive at Crisis, added, “Our work at Christmas and all-year round to support people out of homelessness wouldn’t be possible if it wasn’t for our generous supporters like Pepsi MAX, and everyone who took part in exchanging socks at the pop-up this weekend.  

“All of the money donated will go towards ensuring we can provide warmth, companionship and vital support to people this Christmas as they begin to rebuild their lives away from homelessness. For that we are hugely grateful.”

In a bid to amplify interest and encourage attendance for a greater charitable impact, popular influencers like Jack Joseph, Isach Bach, and Luke Vernon surprised and served guests throughout the day. Leveraging their dedicated following, these influencers generated unique content, amplifying campaign awareness, driving engagement, and enhancing the overall consumer experience.

Senior marketing manager, Dagmar Emery at Pepsi MAX UK, emphasised the brand's innovative approach, "With the Christmas is Better with Pepsi MAX campaign, we're not just enhancing the festive season; we're redefining it by providing experiences that allow for a better holiday experience. The Pepsi MAX Sock Exchange was a fun, light-hearted activation that did just this! It was brilliant to see so many people ditch their socks and leave with a present that brought smiles to their faces.”

Beyond the Sock Exchange, Pepsi MAX offered free gift-wrapping stations across major UK cities, alleviating a common holiday stressor and demonstrating the brand's understanding of consumer needs during the festive season. The Christmas is Better with Pepsi MAX campaign is further supported by photo opportunities, exciting social media content, a comprehensive out-of-home (OOH) campaign, and wider experiential marketing activity, all continuing until the end of December.

For a visual glimpse of the Pepsi MAX Sock Exchange, visit the Pepsi MAX Instagram page (@pepsimaxuk).