Today Pepsi MAX launches its new brand campaign, ‘Nothing tastes better than a 100% recycled bottle’, which puts a spotlight on the brand’s switch to 100% recycled plastic for its single serve (500ml and 750ml) bottles*.
Now consumers can enjoy their on-the-go Pepsi MAX even more, knowing the bottles are made from 100% recycled plastic*.
With placements across television, out-of-home, digital and social media, the 360 campaign aims to raise awareness of this change, encouraging consumers to recycle after use, and showing how they can feel good about choosing to drink Pepsi MAX.
Set to the sound of ‘Feeling Good’ by Nina Simone, the campaign TV advertisement shows the last drop of a bottle of Pepsi MAX being poured into a glass. Then in a turn of surprise, the leading actress proceeds to drink from the empty bottle instead of the glass. The campaign strapline, "Nothing tastes better than a 100% recycled bottle", then concludes the advert.
The campaign forms part of PepsiCo’s commitment to drive progress towards a circular economy and reducing plastic waste.
Adam Smart, General Manager, PepsiCo Ireland: “Pepsi MAX is Ireland’s fastest growing cola**, so the shift to 100% recycled plastic on-the-go bottles* will make a tangible difference to our environmental impact. This new campaign ‘Nothing tastes better than a 100% recycled bottle’, not only aims to encourage recycling but helps consumers enjoy our product all the more knowing it has less impact on the planet”.
Cathy Graham Kidd, Senior Marketing Director, PepsiCo West Europe Beverages, commented:
“At PepsiCo we aspire to a world where packaging never becomes waste. However, we’re aware that to achieve this, we need to not only ensure we’re packaging our beverages in recycled bottles, we also need to encourage our customers to recycle plastic bottles after a drink is consumed.
We wanted to ensure our ad campaign was representative of this ambition, and one which would stop consumers in their tracks and provoke them to think about the bottle, and not just what is inside. This creative challenge was one that our agency partners, El Ruso and OMD took on with glee! We’re excited by the work and proud to have partnered with them on this campaign, ‘Nothing tastes better than a 100% recycled bottle.”
Across the rest of the portfolio, the entire Naked smoothies brand, Lipton Ice Tea (500ml) and Tropicana (300ml) already packaged and sold in bottles made from 100% recycled plastic (excluding cap and label). Earlier this year, 7UP also transitioned its bottles from green to clear plastic to better support a seamless circular economy for plastic bottles.
