The pack-shot of the TV spot was 8 seconds long with the Pepsi Max celebrity saying “Zero Sugar, Maximum Taste”. We took this as the key point. That catchword was used at every possible medium, we placed it at any possible contact point with our consumers.Second key point was our celebrity. We made her reachable and touchable to our consumers. We gave them the opportunity to see her at every medium; meet her and even kiss her.

During launch, Pepsi Max’s KPI scores were higher than no-sugar category averages.Scores of “ad awareness” was 8 times, “becoming more popular” 4 times and “appealing advertising” was 2 times more than the closest competitor.Pepsi Max gained volume share, within no -sugar category, from the closest competitor.