Pepsi Max Commits Brand Suicide

Brand Flakes for Breakfast points to this Pepsi Max campaign posted on AdGoodness.
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The works comes from BBDO, Düsseldorf.
A person named “scarabin” commenting on AdGoodness says, “this is FUCKED UP. there are 35,000 suicides in america each year. this is an incredibly callous way to sell a can of soda.”
Agreed, but this creative is also strategically dead on, and it delivers the brand promise—that there’s just this one lonely calorie—in a novel fashion.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.