Australia has a highly competitive soft drink market with many iconic brands looking to capture the hearts and quench the thirsts of Australians across summer.

Our task was to stand out against this competitive clutter by increasing relevance and sales of Pepsi Max vs no sugar cola.

Objectives:

1. Drive sales growth and increase speed of growth over summer.

2. Increase relevance & consideration to purchase Pepsi Max.

Every ad served was designed to make it as easy as possible for Aussies to opt in for a Max Your Summer experience.

Utilising data, we captured Australian working professionals through Spotify, mobile-news and office OOH media, we were able to be hyper-targeted in the exact moments when our audience would be predisposed to inspirational content motivating them to Max their Summer.

We targeted them when they were listening to music at work in a partnership with Spotify where we recorded over 1000 unique audio executions invited working professionals to nearby events.

During lunch, we targeted them when they were browsing the news across their mobile and used their GPS to show how far away they were from a nearby event via Google maps.

And as they left work, we overtook OOH panels in office buildings and provided dynamic messages of the range of events that were available nearby.