Pepsi is taking a swipe at rival Coca-Cola’s Coke Zero with a tongue-in-cheek ad for Pepsi Max, using the strapline “Max Taste, Zero Hype”. The campaign, created by Abbott Mead Vickers.BBDO, launches this week.
The Zero roll-out in July is, according to a spokeswoman for Coca-Cola, “a major launch, the biggest we have done for a long time”. The product is aimed at male, adult consumers, and will go up directly against Pepsi Max.
But a new ad campaign for Pepsi Max will run throughout the summer alongside that for Coke Zero. Pepsi is hoping to play down the buzz surrounding the first variant to be added to the iconic Coke range since Diet Coke was launched in 1984.
The campaign, which is running in the popular press, shows a can of Pepsi Max alongside the strapline “Max Taste, Zero Hype”.