Max attitude and personality

Says Avishkar Ramgovind, marketing manager for Pepsi South Africa, “These are the first Pepsi Max ads to hit our screens – they have been conceptualised to play on the idea that the Max consumer is bold, daring and wants to live life to the Max. The ads now bring out the Max personality and attitude that will resonate with our consumers.

“The shoot itself was particularly daring, as using a lion (which was not harmed in the filming of the commercial) in one of the executions, increased the risk and difficulty of producing the advert.”

The ads have been locally shot for the South African market and are part of an integrated campaign to target young men aged 18-28– playing on the Max Taste, Max Attitude ideal.

The concept builds on consumer insight that individuals have dreams and aspirations to fulfill; the youth strongly believe in empowering themselves. Thus, Pepsi has developed a new MAX idea entitled “Things to do before 30'. The items mentioned on the hero's list are naturally goals with attitude i.e. get the girl; drive a sports car; become the president. All these goals lend themselves to having a Max attitude.

The ads form part of a global campaign developed by PepsiCo's regional agency, BBDO. Three countries were involved in the production of the advert, including Dubai, Prague and South Africa. The director of the commercials from BBDO is Cuba Cohac and the creative director is Karim Kazan.

Click here to view the ad (3MB)