Just when you thought Millennials were tough, Gen-Z came storming through the gate – self-confident digital natives, unafraid to express themselves. For a brand as ubiquitous as Pepsi Max this was both a challenge and opportunity.

With this new audience in mind Pepsi Max approached us looking to create a fresh local brand platform. Exploratory research identified the biggest challenges they faced with Gen Z – they were unaware Pepsi Max was a sugar-free drink, rebellious, and indifferent to how the world viewed them. The findings informed a creative approach that resulted in the ‘No Sugars Given’ platform, which infused the attitude of Gen Z with a clear sugar-free product message.