Pepsi Max

Responding to a D&AD Shift brief for Pepsi Max, our challenge was to disrupt meal-time occasions and reposition Pepsi as the preferred companion to food. Rather than competing directly with taste or convenience, we explored changing the cultural perception of what people choose to pair with meals. Our insight recognised that wine has traditionally been associated with enhancing flavour, while younger generations are increasingly choosing alcohol-free alternatives. The campaign “The Ultimate Alcohol-Free Pairing” repositioned Pepsi Max as a modern, flavour-enhancing companion for food, creating a culturally relevant alternative that aligned with changing consumer behaviour.