Decisions to be made sipped
Client: Pepsi MAX
Strategy
Integrated Campaigns & Marketing
Content, Activations & Production
We all like to make our own decisions, but sometimes, we go with the flow. Pepsi MAX invites you to take the plunge and choose what’s best to be the most authentic version… of yourself.
THE CHALLENGE
Choose Choice: Take the plunge. Choose better.
Pepsi MAX launched the global campaign “Choose Choice” to encourage people to break free from autopilot and embrace new decisions. With the goal of reaching new audiences and reinforcing its new brand image and packaging, the brand turned those choices into a movement that celebrates individual freedom. From a PR perspective, the challenge was to amplify this message and make it relevant at a local level.
THE EXPERIMENT
Are we what we choose… on social media?
Starting from an almost philosophical question, we carried out a sociological study on the power of choice in Spain, focusing on social media as a space of constant exposure and social pressure. The goal: to understand whether we choose guided by authenticity or are influenced by external approval. We activated this insight through an expert-led webinar and a data-driven PR strategy to amplify the message in the media.
To take it further, we conducted a social experiment that showed how, although we strive to be different, we tend to behave in similar ways on social platforms. A tangible way to prove that choosing freely, truly freely, makes all the difference.
