PepsiCo has launched a dedicated YouTube channel for Pepsi MAX, debuting with a five-part Christmas series that features content creators from its “Pepsi Pioneers” ambassador program.

The series, titled “The Pepsi MAX Mansion,” went live December 5 and represents the brand’s first owned YouTube channel. NewGen, a social-first creative and creator agency, developed the content in partnership with the beverage company.

Creator-Led Content Production

The Christmas series features presenters Luke Vernon, Saskia Marriott, and singer-rapper Formz, along with 11 additional ambassadors throughout the episodes. The content focuses on holiday-themed activities including crafts and cooking segments targeting a Gen Z audience.

“This is a hugely exciting moment for us as we build on the amazing success we have had in the social sphere with our ‘Pepsi Pioneers,'” Steven Hind, CMO of PepsiCo Beverages UK&I, said in a statement. “Bringing entertaining, relevant content to our Gen Z audience is a key pillar of our brand strategy.”

The series supports Pepsi’s global “It Can Wait” Christmas campaign, which encourages consumers to prioritize leisure activities during the holiday season. Content from the series will also appear across TikTok and Instagram through both brand and creator-owned accounts.

Ambassador Program Expansion

The “Pepsi Pioneers” program, which the company has operated as a long-term ambassador initiative, involves creators in the brand’s strategic and executional processes. The program previously launched the “Bring Out The Flavour” campaign in August 2025, which marked Pepsi MAX’s first fully co-created marketing effort.

That earlier campaign featured creators including Emma Johnson, Formz, and Luke Vernon in 20-second spots that ran across television and digital platforms, promoting Pepsi MAX’s Cherry, Lime, and Mango flavor varieties.

Katy Sumption, Executive Creative Director at NewGen, said the YouTube launch “demonstrates Pepsi MAX’s commitment as a culture-forward brand” by integrating its creator ambassadors more deeply into content production.

Platform Strategy

The YouTube channel launch adds a long-form video component to Pepsi MAX’s social media presence. The company has historically focused on shorter-form content across platforms like TikTok and Instagram.

The 14 creators participating in the “Pepsi Pioneers” program include Formz, Luke Vernon, Kyran Nijjar, Cara Kinney, Betty Douglas, Yombo, Ryhanna Parara, Paris Artiste, Hope Bailey, Lauren Sarah, and Saskia Marriott. These ambassadors were selected based on existing alignment with the brand.

PepsiCo generated nearly $92 billion in net revenue in 2024 across its beverage and food portfolio, according to company financial disclosures.

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