- Increase the Pepsi Max market share and brand persona to the 16-35 year old market in the UK.
- Create original and unbelievable content, that acts as social currency.
- Increase flexibility and speed to publish, with lower costs on production.
- Launch a YouTube brand channel as the campaign hub.
- Develop a series of "unbelievable" content, with leading social media stars, pushing the boundaries of the human body, mind and capabilities.
- Create shareable, easily consumable content that connects and engages the target audience.