Pepsi MAX has unveiled its plans to promote the brand in the UK over the 2021 holiday season. As last year, it is running its ‘Christmas Refresh’ TV ad, where the brand partnered with two rising hip hop stars, Kamakaze and TrueMendous, to create a fresh and unexpected remix that reimagines the traditional sounds of Christmas. The TV slots will be supported by disruptive out-of-home artwork and digital content encouraging people to refresh their old Christmas traditions with catchy lines `Time for a Christmas Refresh’ and ‘Out with the old taste the bold’. This will include station takeovers at Kings Cross and Hyde Park.
The brand has also announced partnerships with London’s Hyde Park Winter Wonderland and Backyard Cinema in Wandsworth, as part of its wider 'Refresh Your Christmas’ holiday campaign. The campaign aims to bring to life the brand’s modern perspective on Christmas to refresh old traditions and redefine celebrations this festive season.
Pepsi MAX will be the headline sponsor at Backyard Cinema for the first time. The brand will be taking over the location, putting its stamp on the bar to create shareable festive photo moments alongside unique cocktails.
Following on from a successful Christmas activation in 2019, 2021 marks the second year Pepsi MAX has partnered with Hyde Park Winter Wonderland. At the event, the brand will take over the fire pit, where, alongside bespoke Pepsi MAX cocktails at the open-air bar, visitors can enjoy live bands and DJ sets.
“Last year was difficult, with so many people missing out on festivities and gatherings with loved ones,” said Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages. “So for 2021, we wanted to make up for lost time by celebrating everyone coming together with the return of live events…With 2.5 million people visiting Winter Wonderland each year from across the country, and thousands visiting Backyard Cinema, this is the perfect opportunity to do so.”
The Pepsi MAX Refresh Your Christmas campaign is live now and running until 31 December 2021.