Pepsi MAX embraces ‘co-creation’ for creator-led campaign

Pepsi MAX’s ‘Bring Out The Flavour’ was created in collaboration with, and starring a community of creators, the ‘Pepsi Pioneers’. Is this relaxing of creative control an important shift?

At the heart of Pepsi MAX's new creative is the Pepsi Pioneers programme, its first ‘creator platform’ built to 'revolutionise the brand’s engagement strategy from the inside out'. Essentially, this involves influencers being hired to embody the ‘spirit’ of the Pepsi MAX 'Thirsty For More’ platform. The Pioneers are billed as: ‘more than just ambassadors, they are co-creators that play a pivotal role in driving brand authenticity and cultural relevance by taking the reins from strategy to execution’.

Spotlighting Pepsi MAX's core summer flavour range (Cherry, Lime, and Mango) the 'Bring Out The Flavour' campaign encourages fans to seek out 'feel-good moments amidst life’s daily pressures'.

Featuring Pepsi Pioneers, including Emma Johnson (@emmasrectangle), Formz (@_formz) and Luke Vernon (@lukevernon), each campaign spot illustrates how these flavours 'act as a catalyst, shifting the mood and energy of Pepsi MAX’s Pioneers from an '8 to a 10''.

The campaign features Charli XCX track 'I Don't Care', reflecting Pepsi MAX’s audiences’ ‘unapologetic and carefree’ attitude.

'Bring Out The Flavour' will be activated through a 20-second hero TV spot, nationwide OOH placements, and extensive digital and social media activations, featuring bespoke creator-led content that matches the Pioneers’ personalities.

Elsewhere…

A bookable experiential activity will also launch in Central London, open from Thursday 11th to Sunday 14th September. Pepsi MAX is also teaming up with Townhouse nails to launch the Pepsi MAX Cherry x Townhouse Salon, which will transform Townhouse Covent Garden into a ‘cherry dream’ for a limited time only.

Inspired by Pepsi MAX Cherry, guests are invited to book in for the ultimate cherry glow up, including curated manicures, a ‘glow and go’ cherry-infused makeup station, a bespoke drinks bar and cherry-themed giveaways.

Our take

I remember being a little cynical when influencers started popping up on media press trips, just as I was getting over the presence of ‘bloggers’. I’ve grudgingly come around, however, given that I both read blogs and follow influencers. 

The fact is, the engagement of these figures is often completely organic, and no one is forcing anyone to watch/click on their content. It makes total sense then for a brand to employ a bit of humility and give them a creative steer in the ad-making process.

The result here is a little less polished, and 'throwaway' in a light hearted, and fun way. 

Would you give it a follow?