CLIENT
PepsiCo
Cie Nicholson, Sr. VP-CMO
Russell Weiner, VP-Colas
J. Russell Findlay, Dir.-Diet Pepsi Max
AGENCY
David Lubars, CCO-Chrmn., BBDO N. Amer.
Bill Bruce, CCO-Chrmn.,BBDO New York
Jeff Mordos, COO-BBDO New York & N. Amer.
Tracy Lovatt, Exec. VP-Behavioral Planning Dir., BBDO N. Amer.
Cathy Israelevitz, Exec. VP-Sr. Acct. Dir.
Elizabeth Campbell, VP-Acct. Dir.
David Carter, Sr. Creative Dir.
Tribal DDB
TracyLocke
OMD
SUMMARY
"Wake Up People!" Pepsi's delicious tasting energy cola for the masses was positioned as the antidote to the common yawn. This differentiated Diet Pepsi MAX from the hoards of new, extreme and edgy energy drinks that flooded the market in the past year. In an overcrowded and skeptical beverage market, a highly integrated campaign helped MAX experience a 12% growth in its two-month launch, giving the entire Diet Pepsi Cola business just the rejuvenating boost it was after.
