Pepsi: Giving consumers free 'kicks'

How do you catch the attention of the get-up-and-go youth audience when they’re never in the same place for more than five minutes? With Pepsi MAX, the answer was simple. Put the key to great interactive content straight into their hands.

We used QR codes on cans of Pepsi MAX to engage our target audience with unexpected content and innovative digital experiences via mobile technology. They scanned the codes using their mobile phones and were instantly transported to a WAP site where they could download free ‘kicks’.

The kicks were delivered by Rusty Champion – a character we’d created specifically to appeal to our audience. A fictional life-coach and positivity mentor; Rusty’s motivational website delivered guaranteed laughs together with advice and insights into life that were very much tongue-in-cheek – an attitude that supported the Pepsi MAX brand values.