Pepsi Max unveils star football line-up for global 'Blue Card' TV ad campaign

via Marketing Magazine

Pepsi Max has unveiled a star-line up of football players, including Manchester City's Sergio Agüero and Vincent Kompany, for its latest global television ad.

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The ad is themed around the 'Pepsi Max Blue Card', which the soft drinks giant wants to associate with fun, unlike red and yellow cards.

It features two unsuspecting delivery drivers that get the "surprise of a lifetime" when they get to play a football game with members of the Pepsi Max team.

As well as Agüero and Kompany, the Pepsi Max lineup of superstars also includes Colombian James Rodríguez (Real Madrid), Belgian team captain Vincent Kompany (Manchester City), Chilean leading scorer Alexis Sánchez (Arsenal) and Spanish goalkeeper great David de Gea (Manchester United).

"The Pepsi Max Blue Card was created to stop boredom in its tracks and unleash unexpected moments of fun," said Carla Hassan, SVP, global brand management, PepsiCo Global Beverage Group.

"While the traditional red or yellow card might stop play, the Pepsi Max Blue Card signals that things are about to get exciting – which is a perfect kick start to the year for our iconic brand."

PepsiCo’s flagship brands Pepsi Max, Lay’s and Gatorade have joined forces with the UEFA Champions League, as an official sponsor.

As part of the deal, Pepsi Max is launching the 'Maximum Football' programme across Western Europe.

Pepsi Max fans will get access to an app giving them the chance to win football prizes, including match tickets to the quarter-finals and semi-finals. There is also a trip to the UEFA Champions League Final on 28 May in Milan up for grabs.

The app will also allow fans to scan football-themed PepsiMoji designs found on limited edition Pepsi Max bottles to find out if they could be a winner.

Watch the spot here.

Pepsi Max among first UK brands to embrace Snapchat Sponsored Lenses with 'Chelfie' Valentine's push

via The Drum

Pepsi Max is of the first UK brands to partner with Snapchat to bring Sponsored Lenses to users.

The drinks giant is turning selfies into ads for its 'Chelfie' Valentine's Day push.

Available for 24 hours on 14 February, the drive will see users give their pictures "a cherry-flavoured" makeover.

A special effect filter will superimpose a fizzing can of Pepsi Max Cherry on to users' images and the interactive decal will then see the drink poured into the Snapchatter's mouth upon movement. The animation will end with selfies being disrupted by a "surprising and unexpected" explosion of the fruit flavoured drink.

Pepsi's senior brand manager, Alex Nicholas said: “Pepsi Max is a digital-first and socially-led brand, continually looking for innovative ways to engage with our millennial audience where they are and create dynamic, sharable content.

"We’re excited to be one of the first brands to authentically engage with our fans on the Snapchat platform," he added.

Snapchat shuttered its Lens store at the start of 2016 to focus on its sponsored filters ad format. The first US brand to make use of the offering was 20th Century Fox which ran a push for The Peanuts Movie on the platform, allowing users to overlay images of Snoopy and Woodstock around their selfies while the show's theme song played in the background.

The UK is the messaging app's second largest market and with 10m snaps reportedly decorated with lenses each day worldwide, it isn't hard to see why marketers want to jump on the Snapchat bandwagon.

KFC was the first company to use the platform's Sponsored Geofilters in UK stores back in December, and just yesterday Viacom announced a multi-year deal with the startup.

Pepsi Max's NFL Vending Machine Asks Brits to Show American-Style Enthusiasm

via Creativity Online

More Brits are getting into American football these days -- but can they match the enthusiasm of American fans? Pepsi Max decided to experiment.

To support the NFL International Series matches at London's Wembley late last month, the brand, an NFL sponsor, created a vending machine where fans paid with enthusiasm -- encouraging the normally more reserved Brits to let go in American-style passion for NFL. The "Oomph-o-meter" spoke to fans entering the event and encouraged them to jump up and down, shout, and do high-fives and chest bumps and gave out free Pepsi Max to those who performed best. Abbott Mead Vickers BBDO created the stunt, and film.

 Watch Brits get free Pepsi Max in return for "Oomph" here.

Pepsi Max and Uber Offer Back to the Future Fans a DeLorean Taxi Ride

via Campaign Alive

Pepsi Max and Uber: run 'Future Day' stunt

Pepsi Max and Uber have seized on the "Back to the Future Day" hype by offering fans of the movie franchise in London the chance to ride in a DeLorean.

The soft drink brand and taxi booking platform are providing private hires in a select number of DeLoreans, the model used to time travel in the Back to the Future movies.

The campaign has been created by Abbott Mead Vickers BBDO, Pepsi Max's creative ad agency in the UK.

In Back to the Future Part II, Marty McFly, played by Michael J. Fox, travels from 1985 to the future on 21 October 2015 – today’s date – which has rekindled interest in the movie franchise.

Pepsi’s involvement stems from McFly ordering a Pepsi Perfect in the movie at a themed restaurant called Café 80s.

To win a chance to ride in the DeLorean, between 10am and 3pm today, consumers can enter the promo code "PEPSIMAX" into the Uber app to unlock a DeLorean icon.

Alex Nicholas, the senior brand manager at Pepsi Max, said: "The ‘Pepsi Perfect’ scene in Back To The Future Part II is an iconic moment in the film, and we wanted to give back to fans on Future Day. Giving consumers the chance to ride in a DeLorean via Uber’s promo code."

Last month Campaign revealed Uber had opened talks with media agencies ahead of a marketing push in the UK. The company does not currently advertise in the UK but its increasing popularity has disrupted the taxi market and prompted a strike by black-cab drivers in London last year. 

Sarah Brightwell, the senior marketing manager at Uber, said: "We may not be able to travel through time but at Uber we’re all about looking to the future.

"We’re thrilled to be marking Future Day with Pepsi Max by bringing fans an iconic ride at the touch of a button. A nod to a cult 80s film using today’s brands and tomorrow’s technology."

Pepsi Max X Noisey 48 Hour Mixtape Series with Norwegian Footwork Producer Slick Shoota

via Hard Blogger Faster

This summer Pepsi Max and Noisey have joined forces to challenge three emerging artists from three cities where Pepsi Max have a festival presence (London, Manchester & Oslo) to create a brand-new mixtape in just 48 hours.

In the third and final episode of the series, Norway’s preeminent footwork producer Slick Shoota is challenged to create a mixtape from scratch in just 48 hours to capture the best of what Olso has to offer.

Pepsi Max and Noisey, naturally, then documented the entire process as each artist used their city, experiences at festivals, and the summer vibe as inspiration as they created their unique, collaborative mixtape.

With little time, Slick Shoota called upon his friends and a host of Norway’s up-and-coming electronic talent – including Drippin’, Purrpurr Purple, and Boska – to help him with his challenge.

“I’m really stressing out, it’s only 48 hours, and I need to make 6-8 tracks. And that’s quite heavy,” explains the producer as it dawns upon him the magnitude of the challenge he has in front of him.

“This week is Oya Festival, the whole city is really excited, and I really want to capture the energy of the city. If there’s a 48 hours to choose to do a mixtape like this, this is it.”

With his field recorder in hand, and the sun shining, Slick Shoota takes in the sights and sounds of his hometown for some inspiration for his mixtape.

“When you’re using a field recorder, you never know how those sounds are going to come out, but the good thing is you get sounds you never thought you would,” explains the producer.

Shoota’s home studio quickly became a hive of activity for 48 hours as the rag-tag group of artists, producers, and musicians set about creating 7 original tracks for the mixtape, which then got its premiere at Oya Festival’s after party.

Watch all three episodes by clicking the links below:

Slick Shoota's 48 Hour Mixtape

Jme's 48 Hour Mixtape

Murkage Dave's 48 Hour Mixtape

Pepsi Max Ramps Up Music Strategy Ahead of Festival Season with YouTuber Stunt

via The Drum

Watch: One Hour Entourage at the EDC Music Festival | Pepsi Max | Genius. #LiveForNow

The first stage of the activity kicked off this month at EDC Festival where Pepsi Max and Jones alongside celebrity stylist Alexis Knox pulled off the One Hour Entourage stunt which saw the team offer a VIP 'entourage' experience to festival goers each hour. 

The Pepsi Max Entourage team gave revellers a full VIP style transformation and access onto a private viewing platform, as well as a butler, a party girl, security, a digital manager and a photographer– who all assisted in providing whatever festival goers requested.  

Commenting on the experience, Jones said: “Giving people fun and unexpected experiences is what I love doing, so it was great to be able to put some of my skills to the test in a different, festival environment with Pepsi Max.”

The drinks brand said it is taking a "bold new approach" to festivals and music for 2015, building on current music activations including the Pepsi Max music platform 'Out of the Blue' in the US which brings fans together to experience live music. 

Speaking at the launch in February Eric Fuller, director, Pepsi marketing called music "a critical element of Pepsi's DNA," and said 'Out of the Blue' will amplify its role in music culture.

5 Examples of Creative Digital Out of Home Advertising

via Fundraising

Here are some DOOH campaigns which have captured my attention in tying up DOOH and technology across charity and commercial industries;

1. Pepsi Max #LiveForNow

Pepsi Max has used a bus shelter to advertise unbelievable moments that could happen Augmented Reality. I love this!

View Pepsi Max's digital outdoor here.

2. British Airways #lookup

Using GPRS, each time a BA plane flies over Trafalgar Square, London, the little boy on the screen gets up points to the plane in the sky and identifies it. The sky really has no limits!!

View British Airways digital outdoor here.

 

3. Amnesty (Germany)

When a passer-by looks at the poster directly, the facial recognition camera registers that people looking directly at the poster and the image changes into a photo of a couple looking happy. When the person looks away it shows the man abusing his partner.

View Amnesty International's (Germany) digital outdoor here.

 

4. Barncancer Fonden (Youth cancer charity Sweden)

This emotional DOOH campaign tells of how a young woman is affected by cancer, when the tube arrives, there is a camera that recognises the train and the wind blows her hair and then it flies off. Very powerful.

View Youth Cancer Charity's digital outdoor here.

 

5. Secret Life of Marilyn Monroe

This innovative concept is very similar to Barncancer Fonden in the sense of the activity, but this time the technology behind the screens is a microphone which activates the digital advert when it registers a pre-set decibel.

View the Secret Life of Marilyn Monroe's digital outdoor here.

Pepsi Max debuts 'Genius', its first ever global brand campaign, with 'Drone Football' video

via The Drum

Click to view video

Pepsi Max has unveiled its first ever global brand campaign which sets to underline ‘Genius’ in a series of videos and experiences.

The socially-led global campaign was launched with the premiere of 'Drone Football' - the first of the content-led push which sees a group of friends play their weekly five-a-side match in a tech-heavy arena. 

Offering a glimpse of the future of football, the pitch was transformed with over 30,000 reactive LED lights installed into the surrounding landscape and a futuristic drone referee who even handed out yellow cards for rough play.

Kristin Patrick, senior vice president and chief marketing officer of PepsiCo global beverage brands, said: “We believe that the most exciting experiences don’t just happen - they’re created. The ‘Genius' campaign will show experiences that are elevated and made more exciting when something unexpected happens.

“In the case of 'Drone Football,' our first TV and digital ad under this new campaign, we’ve taken something that’s already exciting - a pickup game of football among friends - and elevated it by adding in surprising twists, like a drone that delivers a unique football, and light effects that at first surprise the footballers and then make their game even more exciting than it might have been."

Sebastian Micozzi, head of marketing and innovation at PepsiCo, added: “Pepsi Max now accounts for more than half of the brand's value in the UK, an achievement that was down to a rigourous and innovative digital marketing approach.

“We are hugely excited to be a part of the global 'Genius' platform launch - a campaign that we know will build on the success of last year through the creation of exciting digital content that provides consumers with entertaining moments and ingenious new experiences.”

The slot was directed by Scott Lyon and was captured in Barcelona with local players. The series be broadcast both digital and through traditional TV viewing.

In Pictures: Pepsi Max enlists RPM for 'twisted genius' experience

via Event Magazine

Pepsi Max teamed up with agency RPM to create a 'twisted genius' nightclub-bingo experience at Shoreditch's Village Underground on Wednesday night (22 April).

The event marked the launch of the brand's new 200ml and 300ml glass bottles, and it forms part of a campaign by Pepsi Max’s manufacturer Britvic.

Upon entering the underground venue, on-trade industry guests were greeted with an immersive Pepsi Max experience, starting with a performance from an MC.

The main event of the night was a fusion of ‘Rebel Bingo’ – a combination of clubbing, number calling and a stage show – and ‘The Max Night Ballers’ – a freestyle basketball game.

Three rounds of the bingo-basketball fusion were played, hosted by mixologist James Burger.

The Pepsi Max bar provided guests with a taste of the bottled drink, alongside vermouth, brandy, tequila and bourbon. 

RPM set the ‘twisted genius’ theme with a twisted bottle installation, sports netting and chains, meanwhile brand imagery was displayed throughout the venue.

Jo Spencer, brand director at Britvic said: "The event perfectly complemented the fresh and modern design of the new Pepsi Max glass bottle. It struck an ideal balance between providing fun entertainment and information on the new glass bottle to our key on-trade community."

Dom Robertson, managing director, RPM added: "We wanted to design an experience for the decision makers of the industry to come and enjoy the new product and last night was ideal."

 

Pepsi Max House Event offers WMU students chance to win Jason Aldean concert tickets by solving puzzles, riddles and challenges this weekend

via Western Herald

Students can solve puzzles, riddles, and challenges at a Pepsi Max event this weekend to win Jason Aldean concert in Grand Rapids.

Western Michigan University was chosen as one of the few schools to have the event held at, said Derek Childers, student ambassador promoting the event. Students can sign up with teams of six to eight friends to compete in this event. The event will take place at a nearby house and the location will be emailed out to the leader of each team.

“I am hoping students will find this event something awesome to do with good friends as it’s a team building experience,” Childers said.

Players will be locked in one room and have to find their way out. This is done by completing different riddles, puzzles and challenges, Childers explained. Players can look under rugs, behind bookshelves or even turn on the television to find clues. The goal is to find a key and move on to the next room of the challenge.

Once all keys are found the clock will stop. Completion times will be compared to other teams to see if your team complete the challenge first. Pepsi will award the winners prizes for their efforts. The grand prize is 8 tickets to the upcoming Jason Aldean concert in Grand Rapids valued at 150$.

Students can sign up for the event at www.PepsiMaxHouse.com to take part in the challenge. Players must create a team name, choose their school, and find an available time slot.

Other various prizes will be given to participants who do not win first place. It’s scheduled to take place between 3 p.m. and 12 a.m. April 3-4. Team information, questions and concerns can be forwarded toderek.a.childers@wmich.edu.

Pepsi Max launches 'Cherry Rooms' sensory experience

via Event Magazine

Pepsi Max has partnered with food scientists The Robin Collective to launch an immersive four-day pop-up in Shoreditch, London, as part of the brand's Pepsi Max Cherry campaign.

The Cherry Rooms: multi-sensory experience

The Cherry Rooms, opening on 26 March, will take visitors on a gastronomical adventure that explores the senses through a variety of experiences – all of which are designed to unlock the senses and challenge perceptions of taste experiences.

Consumers will enter into what appears to be an unassuming soda bar, before being shown through a secret entrance to embark on a multi-sensory journey. Set over four different rooms, including a Pepsi Max Cherry rain room, consumers will learn how playing with the senses can alter taste experiences.  

Interactive elements on display include sense sound stations, an edible cherry tree, molecular mocktails and a scented vortex cannon. The Robin Collective will also host a series of free 45-minute ‘Flavour of science’ and ‘Edible beauty’ workshops at The Cherry Rooms over the four days. 

Alexandra Nicholas, UK marketing manager at Pepsi Max, said: "We are really excited to be working with The Robin Collective to curate this bold, sensory experience that builds on Pepsi Max’s dedication to creating genius and unexpected moments for our consumers.  Understanding how different environments and surrounding factors impact on our experience of taste is such an interesting area of study and a huge trend that, like Pepsi Max, is about pushing the parameters of possibility."