PepsiCo has this week launched a UK press campaign for Pepsi Max that takes a swipe at Coca-Cola Co. brand Coke Zero.

Pepsi's campaign uses the strapline "Max Taste, Zero Hype" - one month before Coke rolls out marketing for Coke Zero, its own sugar free cola.

The printed slogan is the beginning of PepsiCo's GBP6m (US$10.9m) summer marketing campaign for its own zero sugar brand.

A PepsiCo spokesperson told just-drinks today (23 June): "This is a significant investment that reflects Pepsi Max's commitment to remaining the driving force in the full-on taste, no-sugar cola category."

The campaign features a TV and cinema advert, called Pepsi Fest together with Pepsi's largest ever UK sampling programme - reaching 3m consumers.

Other Pepsi Max marketing efforts will include outdoor billboards, underground posters and press adverts in newspapers and key men's magazines.