Creative of the week: Pepsi Max UK wins 06-second taste challenge

Monday, 2 September 2019

Each month we’re highlighting great short-form video campaigns that work on Twitter. We hope they’ll provide inspiration and show best practice. This week we have @PepsiMaxUK emphasising its winning taste against the UK’s biggest selling cola competitor.

What’s it for?

This campaign has been designed to raise awareness of @PepsiMaxUK as the 2019 Champion Of Colas, as it puts its taste credentials on the line again for the ultimate taste challenge. So far this year, 64% of people have selected Pepsi Max over its well-known cola competitor as the better tasting soft-drink.

Why it’s good?

@PepsiMaxUK ran a Promoted Video for this campaign. At six seconds, this video asset is short, simple and effective. It really shows what you can do with a short-form video. In six seconds it delivers a sense of fun, data and brings the taste challenge to life with attention-grabbing visuals. 

Pepsi’s branding is emphasised from the very first frame. It also cleverly uses customer-feedback through a mean Tweet: “Anyone else think Pepsi Max is horrible?” to help make its point. This adds curiosity, as people wonder if the ad could be for another brand? However, shortly after, @PepsiMaxUK reveals its 64% stat. And with a strong visual identity and clear branding throughout, its creative is a winner too. 

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