PURCHASE, New York, April 29, 2015 /PRNewswire/ -- #GENIUS – Pepsi MAX® today unleashes its first-ever global brand campaign around the world, with the brand defining genius in unexpected and purely awesome ways.
The digital-first, content-focused and socially led global campaign highlights unique experiences and passion combinations that when paired together are nothing short of genius. With an unexpected approach to consumer passion points including music, sport, technology and more, Pepsi MAX is taking a bold approach to its brand proposition as it connects and expands its presence around the world.
"Pepsi MAX is an important and growing brand in our Pepsi portfolio. It has become a brand known for not only delivering the unexpected combination of maximum taste without sugar, but also for its highly engaging digital content," said Kristin Patrick, Senior Vice President and Chief Marketing Officer, PepsiCo Global Beverage Brands. "We believe that the most exciting experiences don't just happen—they're created. The 'Genius' campaign will show experiences that are elevated and made more exciting when something unexpected happens. In the case of 'Drone Football,' our first TV and digital ad under this new campaign, we've taken something that's already exciting — a pickup game of football among friends—and elevated it by adding in surprising twists like a drone that delivers a unique football and light effects that at first surprise the footballers and then make their game even more exciting than it might have been."
The first in a series of digital content under the "Genius" campaign in 2015, Pepsi MAX premieres "Drone Football" for both digital and traditional viewing. In the high-action creative, Pepsi MAX transforms what appears to be a normal game of futbol by using specially designed LED lights to illuminate the pitch for an unexpected, elevated experience. In place of a traditional referee, a drone officiates the game, at one point giving a yellow card to a player for rough play. Directed by Scott Lyon, the short film was captured in real-time in Barcelona with local players from the neighborhood where the filming took place. Reactions of neighbors and bystanders was authentic and genuine as Pepsi MAX created a surprising and exciting night with LED lights, as well as drone and on-the-ground camera technologies capturing the inventive, epic game from multiple angles.
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PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $66 billion in net revenue in 2014, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales. At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit www.pepsico.com.