+4.4 mio DKK
Total PR value
Take back coolness in the Danish market
Pepsi were losing ground to their main competitor Coca Cola. They needed help revitalising their brand within the young consumer target group, and to create relevance through the brand’s passion points; music, sport and fashion.
A 360-activation programme including artist collaborations, community activations, ambassadors, own social media and an offline event track covering all of Denmark. Activating communities to ensure authentic content stayed true to the respective community values – a pull rather than push strategy. With this collaborative approach, we created music tracks that secured Pepsi Max an appearance in MellemFinga Muzik’s latest single, a unique collaboration between Anya and Eloq, music videos, ongoing social media content and consumer activations.