Case Study

Pepsi MAX Festivals 2024

Bringing Pepsi MAX to festival-goers at Reading and Wireless

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The results:

72.5%

YOY bar volume growth

460k

OTS across both festivals

32%

increase in festival fans engaged with Pepsi activation

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The challenge:

For four years, we’ve successfully delivered the iconic Pepsi MAX Viewing Tower at Live Nation festivals. In 2023, the challenge was to elevate the experience, making every moment MORE—more exciting, unexpected, and spontaneous. We aimed to refresh the tower’s design to captivate Gen-Z festival-goers, boost brand visibility, and position Pepsi MAX as the ultimate live music companion.

What we did:

We introduced a unique three-tier viewing tower offering unbeatable views of festival acts, while integrating dynamic experiential elements to surprise and engage attendees.

The open-plan ground floor connected a DJ booth and content garden hosting secret gigs, surprise Pepsi MAX merch drops, glitter and nail stations, and exclusive cocktails available only at the festival. Striking photo ops encouraged organic social sharing, expanding reach.

Project Gallery

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