Leading soft drinks manufacturer, Britvic Soft Drinks, is excited to announce a through-the-line marketing campaign to support Pepsi MAX Cherry, kicking off from the middle of February. The million pound plus investment includes out-of-home print advertising with 6-sheets and bus wraps focusing on the brand’s lead message; Maximum Cherry, No Sugar. Britvic and PepsiCo will also drive awareness of the brand through consumer sampling in high footfall areas with its single serve formats and in-store activation. Furthermore, the brand’s social media channels will be leveraged to engage with its target audience of young adults.
Pepsi MAX Cherry was launched in single serve 330ml cans and 600ml PET bottle formats in June 2014, to drive excitement in the ‘immediate refreshment’ occasion as part of the company’s continued commitment to the impulse and convenience channel. Pepsi MAX Cherry 600ml and 330ml formats are available for retailers to sell with a MRRP of £1.25 and £0.60 respectively with PMP formats also available at the following price points: 2L packs £1.69, 600ml at 99p and 330ml at 49p. PMP’s within impulse and convenience give retailers and consumers confidence due to the visible value for money.
Since the brand’s launch in 2011, the 2L PET and multi-pack can formats of Pepsi MAX Cherry have seen fantastic growth and the variant is growing 15 times faster than the total cherry cola category14