1. Pepsi
Max
4Max

2. Briefing
Generate brand awareness around Pepsi Max and reach a max
of people. The baseline “Max Your Life” has to be clearly
communicated

3. Central idea
From “Max your life” to “Max
your game”. The famous game
Connect 4 was brought to life
The campaign was developed in
3 parts
Under cover: people could play
the game on a specially build
website. During this period
Pepsi Max wasn’t mentioned

4. Central idea
Reveal: Frank Molnar revealed that Pepsi Max was behind the game
in his show Gunk on TMF. The final: the best online players
competed with each other on a live event

5. Results
Numerous articles in the
newspapers
Lots of PR coverage
Best of Activation 08:
Gold Advertisers Jury
Bronze creative jury
Press award