Pepsi Max Kicks Off New #MaxYourSummer Campaign
Pepsi Max has today announced the launch of its Max Your Summer campaign with a new TV advertisement via Clemenger BBDO Sydney, kick-starting a multimillion dollar, multi-channel, integrated marketing campaign to coincide with new product packaging.
To be rolled out across three months, the campaign encourages Aussies to not let anything get in the way of summer fun and good times, calling on consumers to harness the Aussie spirit of mateship, ingenuity and good humour to max their summer.
As well as a heavyweight TVC the campaign will be accompanied by a strong out-of-home presence with a series of disruptive executions across retail and large format including bus sides, and digital panels.
In separate content to be featured across radio, Facebook, Twitter and Instagram, selected Pepsi Max ambassadors will join V8 Supercar driver Chaz Mostert aboard a Pepsi Max Kombi Van and bring to life their favourite summer hacks. Pepsi Max will also bring its brand ingenuity to life through partnerships with Snapchat and Buzzfeed.
Says Tami Cunningham, marketing director: "The Aussie summer is world-famous, but unfortunately we don't always get the opportunity to make the most of it because everyday life gets in the way. This summer, Pepsi Max is all about bringing our ingenious spirit to the Australian summer and inspiring Aussies to max their summer in every way possible."
The Max Your Summer campaign will see new branding on Pepsi Max and Pepsi cans, featuring specially designed icons that reflect the iconic Aussie summer.
Agency: Clemenger BBDO, Sydney
Simon Koay - Senior Art Director
Josh Aitken - Senior Copywriter
Ben Smith - Creative Director
Anna Borien - Senior Account Director
Jessica Gill - Account Executive
Toby Clark - Planner
Jo Howlett - Senior TV Producer
Anthony Tiernan - Senior Sound Engineer, Pitchfork Recording Studios
Production Company - Rabbit Content
Lachlan Dickie - Director
Alexandra Hay - Executive Producer, Rabbit
Editor - Simon Price, ARC EDIT
Composer - Alejandro Gomez & Lukas Farry, Otis Studios
Post Production - White Chocolate