After years of heavy discounting and adapting big American TVCs, in 2012 Pepsi Max had lost relevance to the primary consumer (18 – 34s)

Those still buying cola were buying Coke (a brand with 4 times the marketing budget, bigger distribution, and a consistent brand message) as the default choice.

This is a story about Pepsi’s transformational journey over the past three years to better engage with Millennials to surpass growth targets in a static cola market.

This journey began with the brand boldly redirecting marketing spend away from the traditional TV advertising model to a digital content led approach.

We’ll tell the story of our creative and media investment decisions that encouraged Millennials to choose Pepsi MAX with results along the way including becoming the most subscribed FMCG brand on Youtube, a Marketing ROI of £2.25 in 2014, (up +52% on our pre content strategy MROI in 2012). And over the last three years help defy a flat and mature category by growing Pepsi Max revenue incrementally by an additional £54m.