Pepsi max

Media Campaign & Budget

Pepsi Max's unrivalled appeal, fuelled by its Engaging Gen-Z brand, unapologetic individuality, sets it apart from other brands and secures its triumph in the Spanish market.

1- Background

Spain's declining soda consumption, driven by political and health concerns surrounding obesity and sugar intake, poses challenges for both Pepsi and Coca Cola amidst a growing awareness among Spanish consumers, particularly younger generations, about their dietary choices and overall health.

2- Target Audience

To increase Pepsi's market share among the young population in Spain (ages 14-34), we will target confident, original, and creative individuals who embrace non-conformity.

3 - Objectives & Measures

1) Strengthen brand association through consistent messaging.

2) Challenge the perception of being an underdog by emphasizing its unique flavour for those embracing individuality.

3) Increase emotional connection among the 14-34 age group, reducing social pressure to choose Coca-Cola, with success measured by user numbers, social media engagement, and consumer attitude surveys.

4 - Behavioural Outcome Trigger the target audience's desire to buy Pepsi Max based on strong brand identification and association with a core idea that appeals to those seeking an alternative to following the herd.

5 - Positioning

Pepsi Max: The ultimate refreshment for independent and daring doers. Emphasize individuality, irreverent lifestyle, and consistent brand message. Competitors: Coke 0, Fanta 0, Aquarius 0, Monster, Sprite 0.

6 - Message & Medium

Shift from confusing messaging to an emotional appeal focused on what Pepsi Max stands for. Highlight it as the refreshment of those who defy standards and live by their own rules. Utilize Social Media, OOD, and TV for maximum reach.

7 - Strategy

Comprehensive rebranding approach to change Pepsi Max's image. Shift from product-focused to lifestyle-centric advertising. Accompany by product promotions to drive purchase intent.

8 - Timing

Year-long advertising campaign, emphasizing periods when competitors are less active, allowing Pepsi Max to stand out and differentiate itself.

9 - Budget

Allocate a budget of 7 million euros due to our underdog position in Spain and the need for rebranding.

Pepsi faces challenges in the Spanish soda market due to declining consumption, health concerns, and strong competition from Coca-Cola. While Pepsi Max has seen growth, the brand lacks penetration and emotional connection among consumers. The company aims to improve brand image, increase market share, and target the 14-34 age group. However, weaknesses include a smaller market share and a decline in overall Pepsi consumption. Threats include the decline in soda consumption, health trends, and consumer preference for Coke Zero. Opportunities lie in the high consumption of carbonated sodas in Spain and the growing trend of low-calorie and coffee-related drinks. The campaign will focus on emphasizing taste, individuality, and defying the norm to resonate with the target audience.