Pepsi MAX

BRIEF

Engage and captivate 18-34 year olds to take part in the Pepsi MAX Taste Challenge, transforming it into a shared and immersive experience.

APPROACH

The Pepsi MAX Taste Challenge was led by the fictional character Chabuddy G from the TV show ‘People Just Do Nothing,’ portrayed by comedian Asim Chaudhry. It playfully parodied the social media influencer trend seeing his character hilariously fail to become the next big influencer on social media.

The creative concept revolved around Chabuddy G inviting the public to partake in a blind taste test, comparing the flavors of Pepsi MAX with a prominent competitor. Chabuddy G's charismatic and humorous persona served as an engaging host, driving consumer participation.

Branded content was crafted for LADbible's social media platforms, while white label content was produced for Pepsi MAX's channels. The production process included the development of ten different scripts for various social media assets. The shoot was completed in under three weeks from campaign kick off, and the first hero video was live in less than a week from the initial shoot.

RESULTS

• The campaign was Pepsi MAX's best performing branded content for the past three years

• Surpassed the campaign target with an impressive 145% of views, garnering over 21 million impressions, 4 million views, and sparking 48,000 engagements

• The taste test resulted in a 36% increase in Pepsi MAX advocates