The purpose of the film was to achieve talkability and share of mind at point of sale. In truth, we wanted to put the pep back into Pepsi MAX. Because the truth is the taste, the fizz, the caffeine - all combine to give a positive mental boost just when it’s needed - just like a pep talk.

It needed to push this functional benefit and articulate an irreverent, opportunity-driven, unexpected attitude: for example, when was the last time you saw Pepsi choose a star for a campaign, then appear to ignore them? We wanted to give the consumer a big surprise - then an even bigger one! The film helped Pepsi MAX connect with its target audience (18-24 year old males).

The film tied in with our mobile campaign using Kelly Brook with QR codes and a mobile website containing behind the scenes footage and stills from the film shoot along with other amusing content - offering something in return: content with real value. QR codes appeared on 400 million Pepsi packs over a six month period as a gateway to the content.There were almost 12 million views of this Kelly Brook film in the first month (Mindshare).