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BACKGROUND STRATEGY
Pepsi Max needed a sponsorship platform to drive relevance and We launched the Pepsi Max Crew – a V8 Supercar team with real
engagement with their key audience (20-29 year old males) by street cred. Enlisting renowned street artists and tattooists, we
increasing the perception that the brand ‘does things differently’. designed 5 different graffiti car liveries, to be unveiled over the
Our aim was to incur a preference over Coke & Coke Zero, course of the season. From cool merchandise to unique graffiti
establish a local activation platform, and create an on-pack activations, these designs played an integral part in creating
promo that bypassed the previous one of 580,000 entries. disruption, both on and off the track.
Team Launch Skin it to Win CASH OR CAR
Unlike most team launches, we held To engage fans on a digital level, We allocated a giveaway car to be
ours against an urban backdrop we created the ‘Skin It To Win’ the team’s title sponsor and created
as it was the first time the media competition, which gave fans the a punchy ‘Cash or Car?’ promo.
were introduced to the Pepsi Max chance to design the actual Pepsi The prize-winner could have their
Crew and it had to represent the Max Crew V8 Supercar to win an car designed in one of our artists’
ethos of our team. This resulted in all-expenses paid trip to the biggest designs and customised in the team
widespread media coverage and race of the year - Bathurst. The workshop.
concept was so well received it
immediately got the car and team
became an incremental on-pack
noticed by setting us apart from the promo to complement the motoring
other teams on the grid. campaign. RESULTS:
Our on-pack promo received over
1.68 million entries, making it the
RESULTS: RESULTS: best ever for PepsiCo Australia.
PR coverage to date: over 80 pieces Some 6,753 people submitted
of coverage achieved across TV, designs in the ‘Skin It To Win’, which
print, radio and online. remarkably had no supporting
comms.
Reach: in excess of 2.5 million
Australians.
PR value: in excess of $250,000 in
coverage.