The strategy, was to leverage the humour and spirit of “Run Rabbit” TVC, a hilariously funny take on a day at the Greyhound Races. It became the most successful local Pepsi Max TVC to date. ·CHOOSE between $5,000 cash prize or a lease on a GreyhoundIf you choose the dog, you receive the dog’s winnings for the next 6 months. PLUS, your dog will compete in The Pepsi Max Cup with the race winner receiving $100,000 in prize money.

·SMS and online entry·Daily draws·TV, radio, POS support and on-pack·Website and viral campaign

Sales Force/Retailers ·Great packaging standout – positive feedback from field and trade·Strong buy in from Independents and Franklins with Event incentives·Stand out POS support materials developed, maximising execution excellence·Fun and engaging materials for field excitement used at September Sales Roadshow – hype video, viral, TVC’sConsumers·Online entries exceeded target by 70%·When the “Pepsi MAX Cup” was held at Wentworth Park in Sydney, the venue experienced the highest ever public attendanceClient·Grocery, +14.5% for MAX, +17.5% for Pepsi(vs target of 10%)