Pepsi Max has unveiled a new campaign, 'Tastes OK', developed by Special Group. This latest iteration of the established Pepsi Max 'Tastes Better' brand platform takes a playful dig at a design flaw in the name of Pepsi Max's biggest competitor, suggesting that food tastes better with Pepsi Max.

The campaign, primarily led by Out-Of-Home (OOH) advertising, features ads appearing on OOH sites across Australia. The media strategy also includes print, display, publisher partnerships, an influencer program, and social signs.

"We have long known that Pepsi Max tastes better than our main competitor and this latest campaign helps us reinforce our position as a challenger brand. Australia’s meals are not being done justice, palates across the nation are being deprived, whilst consumers settle for OK," Vandita Pandey, Chief Marketing Officer ANZ, Snacks & Beverages at PepsiCo, said. "Working with Special Group to bring to life our bold and disruptive nature with a little light-hearted fun is something we know resonates well with customers."

The creative minds behind the campaign, Simon Gibson and Nils Eberhardt, Creative Directors at Special, shared their excitement and challenge in working on the 'Tastes Better' campaign.

"Getting briefed to work on the ‘Tastes Better’ campaign is exciting and intimidating in equal measure. It’s such a bold and direct line and it’s led to great work in the past, so we all knew we needed to do something that lived up to it. Then, our competitor did it for us. We saw an image they put out into the world and noticed something we couldn’t unsee," the pair said.

The campaign was launched on 5 February 2024.