Pepsi Cola UK has launched a fresh ad campaign behind key CSD brand Pepsi Max.

The company, PepsiCo's sales and marketing arm in the UK, said yesterday (13 September) that the campaign - dubbed 'Max Your Life' - was formed a "significant investment" behind the brand.

"Extensive" media and TV advertising throughout the UK will follow an outdoor campaign, the company added.

Bruno Gruwez, marketing director Pepsi Beverages UK said: "This is a really exciting time for Pepsi Max and takes our commitment to the brand to the next level.  The adverts form part of an integrated campaign, which will be pulled through print, digital and broadcast. When Pepsi Max was launched, it represented a genuine innovation in the category."

The campaign is Pepsi's first major move since rival Coca-Cola Co. launched its own sugar-free cola, Coca-Cola Zero, in the UK.

When Coke Zero was launched in July, Pepsi took a swipe at the brand with a smaller campaign that used the strapline "Max Taste, Zero Hype".