PepsiCo launches first global campaign for Pepsi Max - video
PepsiCo has launched its first global campaign for the Pepsi Max brand, aiming to define the word 'genius' in unexpected ways.
The campaign, described by the company as "digital-first, content-focused and socially-led", explores the worlds of music, sport and technology, among others. PepsiCo said the campaign "highlights unique experiences and passion combinations that, when paired together, are nothing short of genius".
Financial details behind the campaign were not disclosed.
The first piece of content, entitled "Drone Football", shows a game of street football in Barcelona transformed by the use of LED lighting effects and with a drone acting as referee.
Directed by Scott Lyon, the film was captured in real time with local players from the neighbourhood where filming took place, and also captures the reactions of those living around the urban pitch.
Last week, PepsiCo posted a flat bottom line from its first quarter on a 3% dip in group sales.
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