Pepsi Max’s Clever Marketing Strategy: The ‘Tastes OK’ Campaign
Recent marketing efforts by Pepsi Max have taken a rather inventive turn with the introduction of the ‘Tastes OK’ campaign. This clever approach, building upon the established ‘Tastes Better’ brand ethos, smartly points out a subtle yet impactful flaw in the name of its chief competitor, thereby positioning Pepsi Max as the superior choice for enhancing the flavor of meals.
At the heart of the ‘Tastes OK’ campaign is a tongue-in-cheek critique of the ‘OK’ element in the rival’s branding, encouraging consumers to make a more flavorful choice with Pepsi Max. The campaign’s reach is extensive, covering outdoor advertising spaces, traditional print media, digital displays, collaborations with publishers, influencer marketing initiatives, and a strong presence on social media platforms.
Insights from PepsiCo’s Marketing Leaders
Vandita Pandey, PepsiCo’s Chief Marketing Officer ANZ for Snacks & Beverages, shares her perspective on the campaign: “We have long known that Pepsi Max tastes better than our main competitor and this latest campaign helps us reinforce our position as a challenger brand. Australia’s meals are not being done justice, palates across the nation are being deprived, whilst consumers settle for OK. Working with Special Group to bring to life our bold and disruptive nature with a little light-hearted fun is something we know resonates well with customers.”
Simon Gibson and Nils Eberhardt, Creative Directors at Special, reveal the creative spark behind their approach: “Getting briefed to work on the ‘Tastes Better’ campaign is exciting and intimidating in equal measure. It’s such a bold and direct line and it’s led to great work in the past, so we all knew we needed to do something that lived up to it. Then, our competitor did it for us. We saw an image they put out into the world and noticed something we couldn’t unsee.”
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The Campaign Launch and Team Recognition
The much-anticipated ‘Tastes OK’ campaign was officially launched on February 5th, signifying a notable chapter in the ongoing cola wars.
This strategic and creative journey is the result of the collective effort of a dedicated team. Key contributors from PepsiCo include Vandita Pandey (Chief Marketing Officer), Susan Press (Head of Marketing Beverages), Tiana Handel (Marketing Manager), and Candy Wong (Brand Manager). The Special agency team, led by Partners/CEO Lindsey Evans & Cade Heyde and Creative Directors Simon Gibson & Nils Eberhardt, played a crucial role in this campaign. Media strategy was skillfully handled by Trio (PHD Australia), with pivotal contributions from Jen Jones and Gilbert Lee. The captivating visuals of the campaign were crafted by Pool Collective, under the direction of photographer Danny Eastwood.
The ‘Tastes OK’ campaign by Pepsi Max is more than just a marketing tactic. It’s a clever play on words and perceptions, aiming to reshape beverage choices across Australia. It emphasizes that when it comes to taste, merely ‘OK’ doesn’t cut it, especially when Pepsi Max is an option.
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