Pepsi MAX launched its first fully co-created campaign, “Bring Out The Flavour,” ramping up creator-driven marketing to compete with Coca-Cola.

The new campaign features the Pepsi Pioneers, a community of emerging content creators who participate in all aspects of the marketing process from strategy to execution. Creators including Emma Johnson, Formz, and Luke Vernon star in the campaign themselves, representing what PepsiCo UK&I CMO Steven Hind describes as “deepening our authentic connection with our audiences.”

The campaign highlights Pepsi MAX’s summer lineup of Cherry, Lime, and Mango flavors. The central message positions flavor as a mood elevator for everyday moments, using the concept of going from “8 to 10” as a metaphor for feel-good spontaneity.

Twenty-second hero spots featuring each Pioneer are set to the pop song “I Don’t Care” and will run across TV and digital platforms. Pepsi MAX supplements the digital campaign with an in-person experience at Townhouse Covent Garden, which will be transformed into a cherry-themed nail salon from September 11-14. The activation includes manicures, cherry-infused makeup stations, a drinks bar, and themed giveaways.

Brand Strategy

This creator-led approach builds on Pepsi’s historical positioning as identified in Influencity‘s analysis of the “Cola Wars.” While Coca-Cola typically emphasizes emotional storytelling and global unity, Pepsi has traditionally leveraged youth culture, celebrities, and bold marketing plays.

Influencity’s research indicates that Pepsi’s digital strategy frequently “leans into the pulse of the moment: memes, trends, music, and entertainment,” consistent with this latest campaign’s approach.

The Pioneers program continues to expand, with Pepsi MAX actively recruiting new creators to help shape the brand’s future direction. This move reflects broader industry shifts toward creator-led strategies, with Influencity noting that, “trust doesn’t come from logos—it comes from people.”

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