Pepsi Australia has rolled out a new brand campaign as part of the global 'Thirsty For More' platform. The campaign, crafted by Special, promotes the concept of choosing beyond the ordinary and celebrates those who strive for more than the conventional.

The creative features real Australians who stand out for challenging convention, including progressive music talent, Kinder.

Kinder also created the music track for the campaign, adding a unique touch to the initiative. The campaign has been launched nationwide across digital and social platforms.

The hero film for the campaign was directed by Dave Meyers, known for his creative vision in the industry.

Susan Press, Marketing Director Beverages ANZ at Pepsico, said, “Pepsi is not the habitual first choice for a lot of Australians, but we know it’s a flavour that people enjoy once they try it. So we’re encouraging everyone to wake up from autopilot, skip the ordinary choice and put enjoyment first in all they do, especially when choosing their cola.”

Pepsi positioned the campaign as one challenging the status quo and encouraging consumers to make choices that are more aligned with their desires and aspirations.

The campaign credits include Pepsi Max, Special, Trio, Collider, Arc Edit, Fin Design & Effects, Ethos Studio LA, Squeak E. Clean, Level Two Music, and Warner Music.