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PepsiCo is taking its zero-calorie drink, Pepsi Max, on a 10-week nationwide tour beginning this week.
A trailer, called “Fantasy World,” consists of an “ultimate” basement and backyard lounge where guests can enjoy beverage samples, a round of poker and sports programming. The effort, via New York social marketing agency Mr Youth, targets males ages 25 to 39 at music festivals, nightclubs and car shows.
Doug Akin, managing partner of brand development at Mr Youth, said the tour aims to not only engage consumers with the brand, but to “drive word-of-mouth conversations following each event.”
Introduced as Diet Pepsi Max in the U.S.
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