Pepsi MAX® will be back on TV screens this month, ahead of the festive season, helping to drive trial of its core and flavoured products. The emotive TV ad will encourage shoppers to ‘try a new tradition this Christmas’, following increased sales in December last year when the ad aired for the first time. Back as a new and improved version with increased branding, it will further highlight the brand’s great taste credentials and hero the popular Pepsi MAX Cherry flavour in the end frame, as well as the latest addition to its range, Pepsi MAX Ginger.
Having achieved £23.9m value sales in December 2017[1], the brand’s TV advert encourages consumers to venture outside their comfort zone and try a Pepsi MAX. At a time when shoppers are known to over-indulge, Pepsi MAX is a no sugar alternative soft drink that doesn’t compromise on taste. Last year the range drove the most growth in cola across the festive season, accelerating the sector’s performance[2]. A continued success story in the soft drinks category, this summer the nation chose the taste of Pepsi MAX over the best-selling cola[3] following the brand’s Taste Challenge[4].
Phil Sanders, GB Commercial Director, At Home at Britvic, commented: “The great taste of Pepsi MAX is a true selling point for us and by re-invigorating the TV advert, we are ensuring the brand is front of mind with shoppers. The whole campaign focusses on encouraging them to try a new tradition this Christmas, and we are leading with our flavoured variants to drive awareness of the range. Since joining the line-up, Pepsi MAX® Cherry and Ginger have added £74.2m to the brand[5] and we know flavoured cola is in growth.
“Although Christmas is seen as a time for indulgence, health remains a focus for some consumers during this time and Pepsi MAX is ideally placed to offer a great tasting, no sugar alternative.”
On air from the 15th November for six weeks, the TV advert will be supported by in-store and outdoor activation, sampling, digital activity and PR.
[1] Nielsen Total Coverage 4wk data to w/e 30.12.17
[2] Nielsen Total Coverage 12wk data to w/e 30.12.17 vs YA and 4wks to 30.12.17, absolute value contribution to growth
[3] Nielsen RMS, Total Coverage, Value Sales, 52w/e 01.09.18
[4] Pepsi MAX Taste Challenge blind sampling consumers in Great Britain between 25/07/18 to 19/08/18. Conducted by ID Limited and on behalf of Britvic Soft Drinks Limited. The taste challenge was against Coca-Cola Regular. Nielsen RMS, Total Coverage, Value Sales, 52w/e 01.09.18
Comments are closed.