PEPSI MAX - HALF-TIME TO THE MAX
Culture · Football · Digiday Winner · 2023 · UK
Didn't sit alongside football culture; lived inside it.
Client: PepsiCo Year: 2023 Market: UK Role: Creative Director
460K Hub Visits
99% Positive Sentiment
11K Samples Redeemed
Big Zuu TikTok +120%
Hero campaign image of Big Zuu in the kitchen.
The Problem
Pepsi MAX needed to reposition as the essential drink for UK football fans aged 18–34, increasing relevance during match-day meals and shifting behaviour away from competitor drinks. The goal was to blend convenience, flavour, and engagement into
a seamless experience.
The Thinking
Football fans eat quickly and prioritise convenience during matches. Half-time is a ritual not just a break. A campaign that connected taste, accessibility, and brand engagement at that exact moment could convert passive consumption into measurable impact.
The Idea
The "Better with Pepsi MAX" campaign paired three match-day recipes with Pepsi MAX, enabled ingredient shopping via Amazon Fresh, and offered free samples turning a passive viewing moment into an interactive brand experience. Not advertising football. Becoming part of how people watch it.
My Role
Full creative direction cultural strategy, Big Zuu shoot direction, recipe hub, TikTok content, OOH near KFC locations. Architected the EU-first integration of Amazon Ads and Amazon Fresh. Multi-channel execution blending influencer, social, and OOH into a single coherent brand experience.
What This Proves
Brands that win in culture don't interrupt it they add to it. The best creative doesn't feel like advertising at all.
Tags
Culture · Integrated Campaigns · Influencer Direction · Retail Media · EU-First Format
Awards
Winner: Best Brand/Publisher Partnership at Digiday Media Awards Europe 2024.
Nominated: Webby Award in the Social-Food & Drink category 2024.
Shortlisted: The Drum Awards Marketing EMEA 2024.
Finalist: Campaign Media Awards 2024.
Credits
Art Director: Ina Arnautalic
Copywriter: Andre Jackson
Solutions Managers: Gemma Brydon & Bryn Stamp
Front-End Engineer: Gabriele Stefani
Design Technologists: Mirko Cappai & Davide Pumpo
Creative Director: Matthew Swan
Video Production: Jungle Creations & Twisted Media
Media Partnerships (OMD Create): Hanna Rai
Head of Project Management (Jungle Creations): Kelsie Leonard
On set, behind the scenes.
Media example & Amazon Brand Store destination.
Tik Tok & Dailymail sponsorship drivers for the campaign.
Custom Amazon Fresh destination pages.
Desktop frames of the customer experience on Amazon.
Recipe 1: Loaded Animal Fries.
Recipe 2: Mexican Inspired
4 Layer Dip.
Recipe 3: Ultimate Chicken Tikka & Chips Sandwich.
OOH Campaign near Amazon Fresh stores.
Amazon Fresh bag design.