Pepsi Max:
Taste Challenge

Pepsi Max:
Taste Challenge

Challenge: Get people interested in the Pepsi Max Taste Challenge: a nation-wide test where people can find out their preference for Coca-Cola (regular) or Pepsi Max (sugar free).

Insight: Since Coca-Cola is the standard cola for almost anyone, no-one will care about the results of the challenge unless we get people to sympathise with Pepsi Max.

Idea: Pepsi Max knows it ranks second. That’s why we humbly ask people that drink Coca-Cola to give Pepsi Max a shot. We use the hysterical style and tone of voice of YouTube artist Joost to get the message across: “Probeer dit anders ook ff!”.

To prepare the Netherlands for the challenge, we locally targeted our audience with ads that were shot in corresponding regions. Social short-format snippets further enhanced the buzz.

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Selected Works

NU.nl: NON-STOP-NUBrand campaign

Voort: Work your loveBrand campaign

Grolsch: FC TwenteBrand campaign

M&M's: CrunchycoinsBrand campaign

Kornuit: Made of MomentsBrand campaign

Oikocredit: AshaBrand campaign

Grolsch: Proef KarakterBrand campaign

Fitzroy: Scandal CandlesBrand campaign

Fitzroy: The sustainable navy rumProduct & Digital campaign

Doritos: VR BattleDigital Campaign

M&M: Share-A-ThonDigital Campaign

Hyundai: The drive-in closetOutdoor & Digital Campaign

BPD: Power of ContentDigital Campaign

A.Vogel: HelpsTV Campaign

FD: Not for everyoneOutdoor & Crossmedia

Quaker: Breakfast bookDigital Campaign

Teva: Sick of the gameDigital Campaign

Kornuit: CrowdcamDigital Campaign

Scotch & Soda: AirbnbCrossmedia & Digital Campaign

Park Broekhuizen: Brand identityBrand Identity & Digital Campaign

LustieProduct

Grolsch: Made with real lemon juiceDigital campaign & outdoor

Doritos: Play boldCrossmedial campaign

Reddy: Mobile appMobile app & digital campaign

KNAB: The figuresCrossmedial campaign

Oikocredit: Made in MalawiCrossmedial campaign

Knab: we work in your favourCrossmedial campaign

Doritos: Street raceCrossmedial campaign

Hyundai Veloster: The viralDigital campaign

Doritos: Jacked driving schoolCrossmedial campaign

Bacardi: Talk to the handDigital & retail campaign

Hero: So why add anything?Digital campaign