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Pepsi Max, the latest addition to the Rs. 10,000 crore branded beverage market in India will be launched in a phased manner in India, starting with Delhi and NCR and will be gradually extended to other markets in the coming months. With the launch its third Cola brand, PepsiCo widens its portfolio by specifically addressing the need states of the urban young adults who are lifestyle oriented, fitness conscious, looking for a strong attitude quotient in their beverage options but are not willing to compromise on taste.

According to Punita Lal, Executive Director, Marketing, PepsiCo India, “The introduction of Pepsi Max is a defining moment for the cola industry in India. Pepsi Max is one of Brand PepsiCo greatest international success stories that has driven growth and rapidly built market share.”

“With this launch, Brand Pepsi further strengthens its imagery leadership in the cola category by offering its consumers a beverage with a higher cola kick, more fizz, punch and an added advantage of ‘no sugar’. We are confident that with its unique, edgy imagery and unbeatable ‘Maximum Kick, No Sugar’ experience, Pepsi Max will soon become a ‘cool reference brand’ for young adults while heralding a new segment in the cola category leading to category expansion” she further added

Pepsi Max will be available in an iconic, cool and edgy black packaging comprising of Can and PET Packs. The 250ml Can is priced at an introductory price of Rs 15/-, the 330ml Can is priced at Rs 25/- and the 500ml PET is also priced at Rs 25/-.

“Normal is boring. I want to live a thrilling, exciting and different life but am constrained by reality”…based on this insight, Pepsi Max targets the 25 – 35 yr urban young adults, who want to live in a world where nothing is held back – where everything is bigger, better and brighter!! The Pepsi Max drinker is the guy who works hard and plays harder – who believes in getting more out of every moment. He is confident, intense, gutsy, street smart, a full-on kinda guy who revels in his laugh-out-loud experiences with his mates. Pepsi Max stimulates the ‘Max It’ generation to live each moment with intensity and live out their passions to the limit.

So while Pepsi Max’s communications strategy has ‘intensity’ at its core catering to the needs of 25+years urban young adults, Brand Pepsi leans towards ‘empowerment of ‘youth’ with its ‘Youngistaan’ Campaign.
The Pepsi Max launch will be supported by a 360 degree plan with ‘disruption’ at its core. Consumers will be greeted by a larger-than-life outdoor campaign comprising of building wraps as well as huge Pepsi Max bottles and other ‘spectaculars’ visible at high traffic zones and youth hangouts. In addition to in-store activation, experiential sampling will be given a whole new meaning, with exclusive mobile bars in high visibility areas like multiplexes and malls allowing consumers to interact with bartenders through a never seen before sampling exercise. This approach will also extend to social media domain with innovative plans to engage the core target group online.

Pepsi Max was unveiled for the first time in UK and Italy in 1993 post which it has been successfully introduced in 40 countries around the world stimulating young adults to live life to the MAX.
It is now time to soak-in this new attitude!