We knew that the consumer was looking for a great-tasting product that didn't have the calories. And we knew we could deliver that to them.
Garrett led a bold effort to make Pepsi MAX the centerpiece of PepsiCo’s beverage portfolio in the U.K. His team decided to advertise only zero-sugar sodas, and bottlers were instructed to increase production. “I said, let’s put all our eggs in one basket and become the leader in zero-sugar cola,” he recalls.
Buoyed by the initial results, Garrett’s team conceived a series of creative ideas to keep growing the Pepsi MAX brand, which they continue to evolve to this day. They’ve offered 20% more cola free in every bottle, incentivized employees at movie theaters to suggest Pepsi MAX to customers who asked for Pepsi, and created fountains with nothing but zero-sugar options at Pizza Hut. They’ve also targeted new audiences by creating partnerships with popular music festivals and the UEFA Champions League. They’re now working on expanding the range of flavors to “bring an extra level of variety that allows the consumer a bit more choice,” Garrett says.
A Pepsi MAX ad from the U.K.