Pepsi MAX® is elevating the flavoured cola sector with a colourful new packaging redesign across its much-loved flavours; Cherry, Raspberry and Ginger. The bold new Pepsi MAX® rebranded packaging is set to appeal to Gen Z and millennial consumers with the quirky new design that brings the flavours to life, which will drive purchase intent and sales.
Pepsi MAX® prides itself on being a great tasting, quality cola which consumers love across the nation. This is evident as Pepsi MAX® flavours (Ginger, Cherry and Raspberry) make up 53% of the total flavoured cola segment, and Cherry is the number one flavoured cola in the category[1]. Pepsi MAX® Raspberry was also the number one soft drink launch in 2019[2].
The new packs will appear on TV in March to drive awareness amongst consumers. The rebrand will also have digital and in-store support. The Pepsi recycling message will also be included on the caps of Pepsi MAX® Raspberry, and on the back of packs for the remaining flavours, to ensure sustainability is at the front of shopper’s minds.
[1] Nielsen Scantrack, Total Coverage, Value Share of Flavoured cola, MAT 25.01.2020
[2] Based on Nielsen RMS Value Sales data, flavour extension, for the Total Soft Drinks Category (client defined) for the 52w/e period to 25.01.20 for the Total Coverage GB total retail market (Copyright @2019 Nielsen)
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