Unbelievable

IPA Effectiveness Awards Case Study 2016


Brands as old as Pepsi in flat or declining markets rarely experience a growth surge that outperforms their category. This is the story of how a switch to a content-led digital strategy, that focused on the no-sugar variant, Pepsi Max, re-engaged a millennial audience. Starting with a film which featured the magician, Dynamo, to position Pepsi as a brand that made ‘anything possible’, the approach invested in using film clips, a YouTube channel and outdoor sites to bring surprising and entertaining content to audiences, including gymnastic stunts and simulated invasions of city streets by aliens and giant insects. The approach generated an additional £54m in revenue and a marketing ROI of £2.25 for every £1 spent.

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“Our marketing function re-engineered itself to deliver an idea that could truly resonate with its audience. We went from a traditional marketing model using globally created assets and above the line media, to adopting a digital first marketing approach and becoming a YouTube publisher brand at scale.”

Alex Nicholas, Senior Brand Manager
Pepsico

Winners 2016

Silver Winner

Title

Unbelievable

Brand

Pepsi Max

Client

Pepsico

Agency

AMV BBDO

Principal Authors

  • Tim Whirledge - AMV BBDO

Contributing Authors

  • Hannah Stockton - OMD UK

Credited Companies

  • AMV BBDO - Creative Agency
  • Freuds - PR Agency
  • OMD UK - Media Agency

For the FMCG category as a whole, and the cola category specifically, Pepsi Max’s approach was innovative and has proven successful. This will hopefully enable more FMCG companies to step away from the conventional TV-led approach, and see the value of, and financial value that can be realized from, ‘fishing where the fish are’, and basing connections and content plans on target consumers’ habits, as well as ‘open-sourcing’ the brand and handing it over to a generation who demands it, as the other option is to be ignored by them. Alexandra Dimiziani, AirBnB

Shortlist 2016

Silver Winner

Title

Unbelievable

Brand

Pepsi Max

Client

Pepsico

Agency

AMV BBDO

Principal Authors

  • Tim Whirledge - AMV BBDO

Contributing Authors

  • Hannah Stockton - OMD UK

Credited Companies

  • AMV BBDO - Creative Agency
  • Freuds - PR Agency
  • OMD UK - Media Agency

For the FMCG category as a whole, and the cola category specifically, Pepsi Max’s approach was innovative and has proven successful. This will hopefully enable more FMCG companies to step away from the conventional TV-led approach, and see the value of, and financial value that can be realized from, ‘fishing where the fish are’, and basing connections and content plans on target consumers’ habits, as well as ‘open-sourcing’ the brand and handing it over to a generation who demands it, as the other option is to be ignored by them. Alexandra Dimiziani, AirBnB

Unbelievable

IPA Effectiveness Awards Case Study 2016


Brands as old as Pepsi in flat or declining markets rarely experience a growth surge that outperforms their category. This is the story of how a switch to a content-led digital strategy, that focused on the no-sugar variant, Pepsi Max, re-engaged a millennial audience. Starting with a film which featured the magician, Dynamo, to position Pepsi as a brand that made ‘anything possible’, the approach invested in using film clips, a YouTube channel and outdoor sites to bring surprising and entertaining content to audiences, including gymnastic stunts and simulated invasions of city streets by aliens and giant insects. The approach generated an additional £54m in revenue and a marketing ROI of £2.25 for every £1 spent.

Click to purchase this case study >