The theme behind the campaign for the zero-calorie cola, which includes ginseng and more caffeine, is tiredness, and, more specifically, yawning.
According to a survey of over 1,000 people, commissioned by Diet Pepsi MAX, 84% of Americans experience a daily afternoon slump, and more than half of respondents admitted to yawning up to five times a day. 86% believe that those yawns are contagious, and Diet Pepsi MAX said it plans to do something about it.
The yawn is the focus of the advertising and marketing that supports Diet Pepsi MAX, the company said in a statement. The TV ads, created by BBDO New York, have debuted across the US. The 15 and 30 second spots feature the tag line, Wake Up, People! and, according to Pepsi, illustrate how Diet Pepsi MAX stops the yawn, which can adversely affect both everyday activities and important moments, such as job interviews, a football game or even a wedding.
It’s evident that Americans are tired and could use an extra kick to help get them through the day, said Russell Weiner, VP, Colas, Pepsi-Cola North America. Diet Pepsi MAX was designed to offer a great-tasting solution with a unique formula that invigorates the mind and body, preventing those ill-timed yawns from taking over.
