Pepsi Max has taken a playful dig at its biggest competitor with the latest “Tastes OK” campaign. Pepsi worked with the Special Group to bring to life Pepsi Max’s bold and disruptive nature with a little-hearted fun that resonates well with the consumers.
Vandita Pandey, Chief Marketing Officer ANZ, Snacks & Beverages at PepsiCo, said Pepsi Max tastes better than their main competitor. “This latest campaign helps us reinforce our position as a challenger brand. Australia’s meals are not being done justice, palates across the nation are being deprived, whilst consumers settle for OK.”
Simon Gibson and Nils Eberhardt, creative directors at Special, highlighted that working on the “Tastes Better” campaign was exciting and intimidating in equal measure. “It’s such a bold and direct line and it’s led to great work in the past, so we all knew we needed to do something that lived up to it. Then, our competitor did it for us. We saw an image they put out into the world and noticed something we couldn’t unsee.”
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