France is a country that has a large number of brands that communicate all year long. Branded entertainment is a very crowded and competitive sector. To be able to stand out and have an impact on people, brands need to be louder and more innovative than ever.

The audience was not drawn to the content. The content drew to the audience. We anchored the Next Machine in people's daily journey. We installed it in a highly frequented mall, with a large food court where people come especially to buy their lunch. To stand out and catch people's attention we create a vending machine with an outstanding and never seen before design.

In a country dominated by Coke, Pepsi Next has made its place on supermarket shelves, in bars and in restaurants. But most importantly, it has made its place in consumers' minds.

Soon, other European countries are going to launch Pepsi Next with the Next Machine.