Pepsi Max Partners with Hyde Park Winter Wonderland and Backyard Cinema to Refresh Christmas

Pepsi MAX has announced two exciting partnerships with Hyde Park Winter Wonderland and Backyard Cinema, as part of its wider 2021 holiday campaign 'Refresh Your Christmas’.  The campaign aims to bring to life the brand’s unique and modern perspective on Christmas to refresh old traditions and redefine celebrations this festive season. 

In addition to the successful Pepsi MAX Christmas TV advert ‘Christmas Refresh’ returning as part of the wider campaign, the two partnerships will help to build on the brand’s approach from 2020, by bringing the online festive experience offline for consumers to enjoy in person. 

For the first time ever, Pepsi MAX will be the headline sponsor at Backyard Cinema. The brand will be taking over the Wandsworth location, putting its stamp on the bar to create shareable festive photo moments alongside unique cocktails. 

Following on from a successful Christmas activation in 2019, 2021 marks the second year Pepsi MAX partners with Hyde Park Winter Wonderland. At the event, the sugar-free cola brand will take over the much-loved fire pit, where, alongside bespoke Pepsi MAX cocktails at the open-air bar, visitors can enjoy live bands and DJ sets. 

Giving you a taste of the Backyard Cinema experience, the cocktail list at this festive cinema features a lime-flavoured ‘Vodka Rockin’, a ‘Rum N’ Ziiiing’ made with Pepsi MAX Raspberry, brandy-based ‘Brandy Bursting’ with Pepsi MAX cherry, and an irresistible ‘Whiskey MAXIN’. 

Georgina Meddows-Smith, UK marketing director for Pepsi Beverages, commented: “Last year was difficult, with so many people missing out on festivities and gatherings with loved ones. So for 2021, we wanted to make up for lost time by celebrating everyone coming together with the return of live events. Which is why we’re so excited to be putting a Pepsi MAX twist on two popular winter activities, giving Londoners the opportunity to hit refresh with us in person. 

For 2021 Pepsi MAX aims to redefine the typical ways of celebrating Christmas.  With 2.5 million people visiting Winter Wonderland each year from across the country, and thousands visiting Backyard Cinema, this is the perfect opportunity to do so.”

Making its return for 2021 will be the successful ‘Christmas Refresh’ TV ad, where the brand partnered with two of the UK’s rising hip hop stars, Kamakaze and TrueMendous, to create a fresh and unexpected remix that reimagines the traditional sounds of Christmas. The TVC and partnerships will also be supported by disruptive out-of-home artwork and powerful digital content encouraging people to refresh their old Christmas traditions with catchy lines `Time for a Christmas Refresh’ and ‘Out with the old taste the bold’. This will include station takeovers at Kings Cross and Hyde Park, hitting multiple consumer touch points. 

The Pepsi MAX Refresh Your Christmas campaign is live now and running until 31st December 2021.