In collaboration with Pepsi Max, PHD has created a 360 omnichannel media campaign to support the current range of Pepsi Max’s mouth-watering flavours. PHD is responsible for digital placement, social editorial and media partnerships.
Leveraging the rapidly growing platform, TikTok, PHD brokered a partnership which saw the campaign spearheaded by several TikTok placements, which has seen mass adoption from the Aussie population during the recent months. This included a full takeover of the platform on Saturday 20th June to generate broadcast level impact while driving reach through an always-on approach. This is the first PepsiCo brand to utilise TikTok in a paid campaign in Australia. To further generate engagement with consumers, Pepsi Max incorporated an interactive Snapchat AR Lens and Playlist Takeover on Music Streaming App Spotify.
Marketing Manager CSDs (ANZ), Carolyn Baveystock commented, “I’m very excited by this new partnership with TikTok, Pepsi Max is the first of our brands to participate in a TikTok takeover. It was a complex campaign featuring the full suite of Pepsi Max flavours but still needed to deliver on the individuality of each flavour. The execution was seamless, and this campaign demonstrated to us the adaptability of the brand to new and emerging channels.”
Alex Williams, Planning Director at PHD Australia said, “This campaign has been the result of an on-going and wonderful partnership with PepsiCo and our creative partners. It is a joy to work with a collective of marketers willing to make the leap and innovate with new and emerging platforms to reach and entertain our audience. We are proud to see this campaign spring to life after lots of hard work from all sides.”
