Pepsi MAX Proves Everything Else Can Wait When it Comes to Christmas

Fizz the season, as Pepsi MAX debuts its Christmas advert and UK wide festive campaign. The full 60” can be viewed here, with the 20” having aired last night (Sunday 17th November) in a prime time slot during the first episode of the new series of I’m a Celebrity: Get Me Out of Here! Edits will also run across TV, BVOD, Audio, Digital and Social.

The TVC ad kicks off the brand’s Christmas campaign that highlights how one of the most magical parts about the holiday season is that it's acceptable to park the to-do list, and put that extra time and energy into the stuff we really enjoy.

The ad is soundtracked to a remix of the festive classic, It’s Beginning to Look a Lot Like Christmas, by up and coming UK artist, Poppy Ajudha, and showcases how life’s ‘have-to-do’s’ like work, the heading to the gym and studying can wait until January, putting a spotlight on how Pepsi MAX is an ally for Christmas fun and enjoyment as friends and family come together.

The advert kicks off Pepsi MAX’s wider ‘It Can Wait’ Christmas campaign that will also run across OOH, Digital, TV, BVOD, Radio and Experiential.

The out of home campaign will featuring different scenes from the TVC showcasing a deserted office, gym and library, alongside taglines ‘Spreadsheets can wait, it’s Xmas after all’, ‘Leg day can wait, it’s Xmas after all’ and ’10,000 words can wait, it’s Xmas after all’. This will be supported by OOH creative that focuses on a Pepsi MAX can, alongside slogans that highlight the joy of embracing the Christmas season and ladder up to the ‘It Can Wait’ campaign, such as ‘all day PJs for the win, it’s Xmas after all’. The campaign will also run across Digital on Meta, Snapchat, YouTube shorts, in addition to Digital OOH.

Experiential activity will launch in December, and will be supported by PR, social and influencers. Located at 59 Greek Street in Soho, the Pepsi MAX ‘Of-Fizz Snowball Fight’ pop-up will embody the ‘work can wait’ philosophy by offering a fun and unexpected escape for office workers this December. Open from Monday 9th – Thursday 12th December, the pop-up will offer a gamified, exhilarating snowball fight experience within an ‘office’ setting, featuring games and challenges including Silence that Call’, ‘Whiteboard Wipeout’ and ‘Knock the Can into Jan’. The experience will also host merch giveaways and cocktail sampling. 

Steven Hind, senior marketing director, beverages UK and Western Europe commented, “The festive season is all about making memories and having fun with those we love, and taking the time to enjoy the festive season. As December hits, we know that a lot of things – whether that be work, studying or working out, can very much feel like a January problem as we all look to prioritise those precious moments together instead. Our Christmas ad really brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying our brand ethos of being ‘thirsty for more’.”

Matt Watson – ECD at Sips&Bites, PepsiCo’s in house creative agency, added, “There is no better feeling than slamming that Out of Office on and skipping into the festivities, right?! “It can wait” is that mentality. So, we wanted to double down on this feeling, and celebrate this world left behind because we are going all in on fun and enjoyment. It’s Christmas after all.”

The campaign was devised by Pepsi’s in-house creative agency, Sips and Bites, and will also be airing across 29 territories.