Taste Challenge
Pepsi Max enlisted Hypetap's help to put the people's taste buds to the test as part of the 2021 Pepsi Max Taste Challenge.
Aligning with lifestyle and comedy influencers helped capture the fun at the essence of the challenge. Across the campaign, 57 content pieces went on to generate over 4.2 million impressions Australia-wide.
Learn how we helped position Pepsi Max as the better tasting cola
The brief
Our challenge was to match Pepsi Max with top-tier influencers who could create highly entertaining videos comparing the superior taste of Pepsi Max to their full-sugar competitor. The success of the content was evident in the mass awareness achieved and comedic relief it provided potential consumers nationwide, positioning Pepsi Max as a brand that is on-trend.
The influencers and creators
Total involved
Five top tier influencers and comedians
Primary channel
Content was centrally located on Instagram
Omni-channel approach
The Shameless Podcast and newsletter boosted campaign awareness
Key campaign goals:
Awareness
Drive awareness of the Pepsi Max Taste Challenge
Positioning
Dramatise the great taste of Pepsi Max
The outcomes
4,213,522
Total impressions
3,218,936
Cumulative reach
292,588
Total organic engagements
577
Total saves
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