With ‘Max Your Gang’ N BBDO supported the launch of four new Pepsi Max designs onto the Belgian market. Consumers were asked to choose their favorite design. Each design represented a unique gang, each with its own philosophy. The participants were challenged to compete with each other during 6 weeks on several online missions. By fulfilling missions the participants collected tips about their hidden safes’ code and its location. The person who could find and open his gang-safe first, won a trip to the city of that particular gang (e.g. New York for Dance). The leader of the winning gang (the gang of which the safe was first found and cracked) won a trip through the USA with three of his friends. A real 360° campaign with fantastic results and user engagement!

1. Pepsi Max
Max your gang

2. Briefing
Translate the Pepsi Max attitude with the product launch of four new can
designs into an exciting, captivating and fun activation campaign

3. Central idea
Every Pepsi Max can represented a certain ‘gang’ with a unique attitude.
Consumers could identify themselves with one of these gangs

4. Central idea
How was the game played?
Become the leader of the winning
gang and win a fantastic trip to the
4 corners of the USA
Complete individual- & gang
missions, earn points, achieve a
better ranking and receive clues
about the code of the safe and its
whereabouts
Crack the code & open the safe to
claim the price

5. Central idea
1 grand price and 4
winner-up prizes
The leader of the winning gang
won the grand tour to all 4 gang-
cities and could take 3 other gang
members with him
Every person that physically opened
his gang-safe won a city trip for 2
persons

6. Results
Lots of media coverage and a lots of user engagement from the
competitors. Happy client and rise in sales. The website tracked
12.000 members and 80.000 unique visitors over 6 weeks