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.

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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 head of brand strategy and creative at Bonehook in Portland, Oregon.