Pepsi MAX Challenges Competition in Remake of Iconic 1995 Super Bowl Ad With YouTube Twist
New Ad Campaign Launches Today to Promote Pepsi MAX, a Zero-Calorie Cola with Maximum Pepsi Taste
PURCHASE, NY — July 19, 2010 /PRNewswire/ — In a multimedia marketing campaign that launches today, Pepsi MAX boldly invites American consumers to taste for themselves that when it comes to maximum taste and zero calories, Pepsi MAX conquers the competition. That’s the message in a remake of the iconic “Diner” commercial that aired during Super Bowl XXIX, where two soda delivery truck drivers go head-to-head over a can of the best tasting cola on the market. In the 2010 version, the truckers are back; and they both want the zero calories and maximum taste that only Pepsi MAX can deliver.
“We’re looking our competition squarely in the eye and making an unabashed claim about the great taste of Pepsi MAX. That’s why we’ve revamped one of our most memorable Super Bowl spots to excite our consumers, bottlers and customers,” said Lauren Hobart, Chief Marketing Officer, Carbonated Soft Drinks, PepsiCo Beverages Americas. “The TV commercial today begins one of our most ambitious marketing programs that will have unexpected iterations across a broad array of media channels. It is classic, in-your-face Pepsi marketing.”
Legendary commercial director Joe Pytka has revisited his classic 1995 spot, which was shot in collaboration with BBDO, to deliver an updated piece that speaks to the quest for great taste in the digital era. The new commercial was shot in collaboration with TBWA\Chiat\Day LA. The ad, which features a cameo appearance by Art LaFleur, whom viewers will remember as the original Pepsi truck driver in the 1995 spot, is currently airing nationwide on CBS, NBC, ABC, ESPN, TBS, E!, TNT, Discovery Channel, and Comedy Central among others. Exclusive content will be available on YouTube and Facebook.
“The Pepsi ‘Diner’ spot is a classic. We took this timeless idea and modernized it to reflect the tonality of this campaign -- it’s competitive, it speaks to the digital age, and is true to Pepsi’s identity,” said Rob Schwartz, Chief Creative Officer, TBWA\Chiat\Day LA.
The commercial is part of a campaign to integrate Pepsi MAX into the pop culture lexicon. In addition to a dedicated fan page on Facebook and a partnership with YouTube, the soft drink will also be featured prominently at select NASCAR, MLB and NFL events. Advertising will also appear in national and regional print outlets such as People Magazine.
Pepsi MAX is a global brand first launched outside the U.S. in 1993.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses — Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade — also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $60 billion in revenue, PepsiCo’s people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.