Pepsi Max, Australia’s number-one selling no-sugar cola, is part of the iconic family of Pepsi Cola beverages, among the most recognizable brands in Australia and around the world. With a new line of sugar-free Pepsi Max flavours hitting the market, PHD Sydney turned to TikTok to increase awareness of the new range among Australia's younger generation. Pepsi Max became the first PepsiCo brand to utilise TikTok in a paid campaign in Australia.
To capture attention and hook viewers, the Pepsi Max Flavours campaign showcased the individuality of each new flavour variant through colourful and high-energy ad creative. The campaign ran on a foundation of TikTok In-Feed Ads, giving users a full-screen, sound-on, immersive video experience that appears natively among organic content within the homepage of the 'For You' feed. To generate a spike in impressions with broadcast-level impact and mass reach, a mid-campaign TikTok Brand Takeover was strategically added to the mix. Brand Takeover is a premium placement that appears immediately once a user opens the app, guaranteeing an eyeball-grabbing moment to place the brand front-of-mind. Together, this pairing of TikTok's signature ad offerings gave the Pepsi Max Flavours campaign a winning combination of impact and longevity.
PepsiCo's first foray into TikTok advertising was a major success, with the mid-campaign Brand Takeover achieving a massive 24% click-through rate and reaching 2.4 million people in a single day. Overall the campaign clocked over 10 million impressions, with a 17% average click-through rate, and reached more than 3 million users, of which 936K watched the video through to completion.