Bangkok--18 Jan--Aziam Burson-Marsteller Pepsi Max is moving boldly into the new year, shaking up the 0 calorie carbonated soft drink segment with radical package designs based on the new “Max in All Senses” theme. Thailand is the first market to kick off this new global platform, which strongly conveys Pepsi Max’s positioning of maximum satisfaction for all five senses with 0 calories for today’s uncompromising yet health-conscious consumers. Pepsi expects this vibrant new campaign will double its market growth rate this year. The new “Max in All Senses” theme is highlighted in a series of five commercials featuring Ananda, Teya, Korn, rissada and Yarinda — five of the most unique idols. Each idol will appear in his or her own commercial that shows how Pepsi Max tempts consumers by appealing to one of the five senses. Mr. Charlie Jitcharoongphorn, Marketing Director for Pepsi-Cola (Thai) Trading Co., Ltd., said, “This is yet another milestone for Pepsi Max, as the new “Max in All Senses” theme will give a big boost to our 0 calorie market leadership. Thailand is the first market to roll out this new global design, designed to connect with a new generation of health conscious consumers who are very aware of their senses.” Pepsi Max is positioned as a refreshing and guilt-free 0 calorie carbonated soft drink. Consumers can enjoy Pepsi Max without worrying about any calories. With the new package designs, consumers can experience Pepsi Max using all their senses — the bold and cool designs through sight; the refreshing scent before drinking; the sizzling sound of the can opening; the cool touch of a chilled Pepsi Max; and, of course the superb taste. “Pepsi Max pioneered the 0 calorie segment and we continue to drive its growth with ongoing innovations and breakthrough marketing activations. Today, we are making Pepsi Max part of modern people’s more health-conscious lifestyles. We will grow our consumer base by focusing on those who enjoy the full taste of Pepsi Max. We have a solid foundation as the successful pioneer in this segment, so even as other players enter, we are confident that Pepsi Max will remain the leader as we strive to double our market growth rate,” continued Charlie. According to Mr. Parinya Permpanich, Marketing and Sales Operations Director for Serm Suk Public Company Limited, “We will communicate the ‘Max in All Senses’ theme through a series of five commercials featuring five unique presenters, each representing one of the five senses. We believe that this unique series of commercials will resonate with today’s carbonated soft drink lovers, who can enjoy Pepsi Max without worrying about calories.” The “Max in All Senses” theme is reflected in the commercials through Ananda Everingham representing the full taste of Pepsi Max; Teya Roger representing fun when hearing the sizzling sound of the can opening; Korn Narongdej representing the creativity and visual impressions of the cool designs; Yarinda Bunnag representing the refreshing scent of Pepsi Max before drinking; and Krissada Sukosol Clapp representing the cool feeling when touching a can of Pepsi Max. Pepsi Max is available in three new can designs that visually capture the new theme. “Infinite Maximum” features brown graphic strips that reflect the powerful movement to live life to the Max; “Individual Spaces’ has a design that suggests empty boxes where individuals can create fantastic ideas and be themselves to the Max; and “Intermixture,” reflects the intriguing complexity of an individual’s inner self. Pepsi Max 0 calorie based on the “Max in all Senses” theme is now available in a variety of packages including 10-ounce returnable bottles, cans, cool hand and 500 ml and 1.25 ml PET bottles at convenience stores, supermarkets and hypermarkets nationwide. Issued by: Pepsi-Cola (Thai) Trading Ltd. / Serm Suk Plc. For more information, please contact: Kanokwan Tungwancharoen Satida Sritunyatorn or Wittawat Eakusdron Serm Suk plc Aziam Burson-Marsteller Tel. 0 2693 2255 ext. 522 Tel. 0 2252 9871 or 08 3788 5115 [email protected] [email protected]