UK soft drinks group Britvic has unveiled plans for an advertising campaign in the UK for its Pepsi Max brand featuring exclusive music and footage of the US hip hop group Black Eyed Peas.

Britvic, the largest soft drink supplier to the UK on-trade, said today (7 November) that the adverts, which include music written exclusively for the brand, are part of a GBP3m (US$6.3m) campaign targeting "young extrovert consumers as well as mums stocking up for the Christmas period".

The advertisements, which will run on television, cinema and online, will be aired until late December and will be supported by a 'Max Your Party' consumer promotion across the on- and off-trade from November, the company said.

Britvic sales director Andrew Richards said: 'The new campaign aims to increase brand awareness and build on Pepsi's long-standing association with music. In terms of activation, we're focusing on the party spirit under the 'Max Your Party' headline, with some great consumer promotions in grocery and licensed outlets with trade activity in convenience & impulse."

PepsiCo UK marketing director Bruno Gruwez added: "Pepsi has a heritage of successful music-related promotional platforms having been linked to a number of significant sponsorship deals with the Black Eyed Peas, Live Nation and most recently, The O2. The 'Max Your Party' Christmas concept will aim to leverage some of these assets to deliver a motivating platform during the key trading period of the year."