Pepsi Max has launched a new campaign called “Tastes OK” that emphasizes the importance of choosing a drink that complements the flavors of food. Developed by creative agency Special, the campaign aims to remind consumers that their meals can taste even better when paired with Pepsi Max instead of its main competitor.
The campaign cleverly highlights a design flaw in the competitor’s name that includes the term “OK.” By drawing attention to this flaw, Pepsi Max encourages consumers to opt for a better-tasting partner for their favorite dishes. The campaign primarily utilizes out-of-home (OOH) advertising across the country, with ads appearing on various OOH sites. It also includes print, display, publisher partnerships, an influencer program, and social media.
Vandita Pandey, PepsiCo’s chief marketing officer, explains that the campaign helps reinforce Pepsi Max’s position as a challenger brand. The company has long known that Pepsi Max tastes better than its main competitor and this campaign aims to highlight that fact, ensuring that consumers don’t settle for an “OK” experience.
The creative directors at Special, Simon Gibson and Nils Eberhardt, express their excitement and sense of responsibility in working on the “Tastes Better” campaign. They state that the bold and direct nature of the campaign inspired them to create something that lives up to its reputation. Interestingly, they discovered a design flaw in the competitor’s branding, which led to the concept for the “Tastes OK” campaign.
With the launch of this campaign, Pepsi Max aims to capture the attention of consumers and urge them to choose a better-tasting beverage for their meals. By emphasizing the importance of flavor and highlighting the flaws in the competitor’s branding, Pepsi Max hopes to solidify its position as the preferred choice for enhancing the enjoyment of meals.
Suggested related links:
– pepsi.co.uk – the official website of Pepsi Max, where you can find more information about the brand and product.
– special-creative.co.uk – the website of Special, the creative agency that developed the “Tastes Better” campaign, where you can find more information about their other projects and services.
The source of the article is from the blog toumai.es