Pepsi MAX | Taste Challenge

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I helped Pepsi MAX win the Taste Challenge ...and thousands of new fans too.

Back in the 80s PepsiCo put their core Pepsi Brand up against CocaCola. This time their sugar free alternative, Pepsi MAX, was going head to head against the cola giant.

To support the campaign we pitched to create a suite of social videos that drew attention to the Taste Challenge. I led and won the pitch, then subsequently delivered all of the digital campaign assets for the UK and Europe.

THE ORIGINAL TVC

Produced by AMV, the TVC consisted of a series of vignettes showing people taking the Taste Challenge. Though the edit worked ok TV, it fell well short of the requirements for the, often sound off, social channels.

EDITING FOR VERTICAL + SOUND OFF

The TVC needed a full re-edit for social media. I added bold titles, a split-screen technique to add dynamism, up the pace, and allow the restrictive footage to be re-cropped to social specs.

⇩ WATCH THE 4:5 EDIT ⇩

⇩ WATCH THE 9:16 EDIT ⇩

⇩ WATCH THE DIGITAL 16:9 EDIT ⇩

The client liked our 16:9 re-edit so much they ran this format as their TVC rather than the original in some markets.

TEMPLATED APPROACH

We designed each of our videos with transcreation in mind. Knowing the campaign had to be adapted into many European languages, we planned our design to ensure this process could be as straightforward as possible.

DYNAMIC 6s BUMPERS

Part of the media buy on YouTube allowed for 6s contextual bumpers. These would be served to viewers based on the type of video they were searching for on YouTube. The example below shows a copy line thats tailored to a viewer searching for a football video.