MAX Flavor, MAX Impact: A Digital Campaign for the Pepsi MAX Taste Challenge

Background and Challenge

In 2019, Pepsi MAX set out to prove that its sugar-free cola in the sleek black can could do more than hold its own – it could win. The goal of the Taste Challenge was to pit Pepsi MAX head-to-head against the market leader in a bold, blind taste test across Germany. At the same time, the campaign needed to raise awareness for a relatively new product and create as many consumer touchpoints as possible – both online and on the ground.

Approach and Realization

Over 42 event days at 31 different locations—from major festivals like Rock am Ring to busy shopping malls in Berlin, Frankfurt, and Leipzig—consumers were invited to try Pepsi MAX in a blind taste test and vote for their favorite. To kick off the campaign, we developed a striking interactive landing page featuring real-time tour dates and a dynamic map to create an engaging user experience. The digital push included targeted Facebook and Instagram ads, as well as Instagram stories to drive awareness and participation. A cashback promotion extended the campaign’s reach beyond the tour itself, hosted via a custom landing page adaptation. Content was distributed across all relevant channels, including a redesign of the site for the winner announcement.

Results

The outcome was clear—and delicious: Pepsi MAX won with 58% of the votes against Cola Zero. The campaign achieved impressive reach and engagement on social media, while the landing page saw thousands of visits. The cashback activation added a lasting incentive to try the product, and recap photo galleries built trust in the campaign’s credibility. Community celebrations across Instagram and Facebook boosted the emotional connection, while anticipation for a repeat campaign began building almost immediately. The bottom line: MAX flavor paired with MAX communication delivered real, measurable success.