Pepsi Max (also known as Pepsi Black in some countries) is a low-calorie, sugar-free cola, marketed by PepsiCo as an alternative to Pepsi and Diet Pepsi, except for Norway, where it is the main Pepsi flavor. Pepsi Max is available primarily in Asian, European and Australia/New Zealand markets. While Pepsi Max was released in April 1993, it did not become available in the United States (with a different formulation) until 2007. In the US this different product was renamed Pepsi Zero Sugar in 2016.

Pepsi Max
2l Bottle of Pepsi Max with current logo and design
Product typeDiet cola
OwnerPepsiCo
CountryInternational
IntroducedApril 5, 1993; 31 years ago (1993-04-05)
Related brandsPepsi ONE, Diet Pepsi
Tagline"Maximum Taste, No Sugar"

History

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Pepsi Black limited edition Lime and Original Flavor (Middle East)

Pepsi Max debuted in Australia, the United Kingdom, and Italy on April 5, 1993. The rollout was expanded to Ireland the following September, and to France, Greece, Spain, Portugal, and the Netherlands the following December. By the end of 1994, Pepsi Max was sold in approximately twenty countries. By the end of 1995, that figure had more than doubled. The product remained unavailable in the United States until 2006 (the US, PepsiCo's home market, and the largest consumer of carbonated soft drinks), where one of its principal ingredients had not yet been approved by the Food and Drug Administration.[1] The ingredient—acesulfame potassium—is combined with aspartame to provide the beverage's sweetness,[2] whereas some other diet colas are sweetened by aspartame alone.

In early-2005, Pepsi Max Twist (with added lemon-lime flavour) joined the UK and Australian product line. In autumn 2005, "Pepsi Max Punch" was marketed in the UK for the festive season. Containing ginger and cinnamon, the product was similar in flavour to Pepsi Holiday Spice, a sugar-sweetened variety of Pepsi that was marketed in the US one year earlier. In late-2005 and early-2006, a coffee-flavoured variety was introduced in France, Finland, Ireland, Norway, and the UK. Known as "Pepsi Max Cappuccino" ("Pepsi Max Coffee Cino" in the UK), the product was prefigured by the similar Pepsi Kona (briefly test-marketed in the US in 1996) and Pepsi Tarik, available in Malaysia since 2005.

 
Standard 500 ml Pepsi Max bottle from the UK

Pepsi Max was introduced to South Korea, Bulgaria, and the Philippines in 2006, as well as being reintroduced into Argentina in the spring of 2006 after being phased out after its launch in 1994. As well as this, Pepsi Max was introduced into Brazil, Egypt, Jordan, Lebanon, Turkey and the United Arab Emirates during early 2007.

 
Small 0.33 liter Pepsi Max bottles

In October 2008, Pepsi announced it would be redesigning its logo and re-branding many of its products. Pepsi, Diet Pepsi, and Pepsi Max all use lower-case fonts for name brands, Mountain Dew was renamed "Mtn Dew", and Diet Pepsi Max was re-branded as Pepsi Max. The brand's blue and red globe trademark became a series of "smiles", with the central white band arcing at different angles depending on the product. In the case of Pepsi Max, besides renaming the drink with its international name, the logo has a large "smile" likely to emphasize the North American drink's "Wake up people!" advertising campaign, and also uses black in the bottom half of the globe as opposed to the more standard royal blue. The new lower-case font used on Pepsi's products is reminiscent of the font used in Diet Pepsi's logo from the 1960s to the mid-1980s. The website for the "Wake up people!" campaign now redirects to the Pepsi Refresh Project. In the UK, the cans had the "Pepsi" text and the new Pepsi globe (with the normal Pepsi "smile" and the blue bottom half, as opposed to the black half used in the US) but the "Max" is in the previous style.

 
Can of Pepsi Max

A Pepsi Max Lime version was released in the United States in February 2010 under the name "Pepsi Max Cease Fire".[citation needed] It was introduced in the UK in late-2011. It was cross-promoted with a new flavor series of Doritos chips called "3rd Degree Burn".[citation needed] In July 2010, Pepsi began to change its North American branding of Pepsi Max to match the global branding. It carried a Max typography similar to that used worldwide, and rolled out a new slogan: "Zero Calories. Maximum Pepsi Taste". Its formula was not changed.[citation needed]

In May 2011, Pepsi introduced the drink to Spain.[citation needed]

In 2013, Pepsi Max collaborated with English magician Steven Frayne, also known as Dynamo, as part of their 'Live for Now' campaign which was launched the previous year. As part of a launch event, Dynamo was seen in London hanging from the side of a number 543 double-decker bus on its journey along Millbank, past the Houses of Parliament and across Westminster Bridge, while hundreds of passers by watched.[3][4] The partnership also saw Dynamo appear in an on-pack promotion on cans and bottles of Pepsi Max during July and August, and secured 19 million unique impressions and 7 million total video views on social media.[5]

In 2016, the drink was introduced to Venezuela. In 2017 Pepsi Max was launched in Costa Rica.[6]

In 2017, the drink was reintroduced in Belarus, the Czech Republic, Greece, Hungary, India, Slovakia, Slovenia and Ukraine as Pepsi Black[citation needed].

As of 2017 it is available as Pepsi Max in Albania, Australia, Austria, Belgium, Bosnia and Herzegovina, China, Croatia, Denmark, Estonia, Finland, France, Germany, Italy, Iceland, Ireland, Liechtenstein, Luxembourg, Macedonia, Moldova, Montenegro, the Netherlands, New Zealand, Norway, the Philippines, Poland, Portugal, Romania, Russia, Serbia, Spain, Sweden, Switzerland, Thailand, Turkey, the United Kingdom and Venezuela[citation needed].

Product positioning

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Recent[when?] UK and Australia Pepsi Max television advertisements (as well as in several European countries[which?]) have featured the taglines "Maximum taste, no sugar" and "Don't worry, there's no sugar."[citation needed] Some have incorporated extreme sports, as well as video games such as Motocross Mania, in an attempt to appeal to young men (in contrast to other diet cola drinks, which tend to target young women).[citation needed] The British advertising campaign involved retouched versions of the American "Do the Dew" commercials for Mountain Dew (a variant of which is sold in the UK), rebranded as "Live life to the Max".[citation needed]

Coca-Cola Zero, a sugar-free cola from The Coca-Cola Company, is marketed in a similar manner. In the UK, some Coke Zero advertising alluded to Pepsi Max, leading to a counter-campaign by Pepsi extolling the virtues of the concept of "maximum" over that of "zero".[7][8][9]

Variants

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The Pepsi Max brand has seen many flavor variants and varieties across the world where the drink is marketed.[citation needed]

Pepsi Max

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Name Launched Flavour Regions where it is sold Additional Notes
Pepsi Max Lemon 2004 Lemon Belgium
Norway
Sweden
The Netherlands
Germany
Australia
Was first sold in Belgium as Pepsi Max Cool Lemon before it was renamed in 2017.
Pepsi Max Lemon and Lime Twist 2005 Lemon/Lime United Kingdom
France
Argentina
Brazil
Poland
Turkey
Was sold in France as Pepsi Max Citron Citron Vert.
Pepsi Max Punch 2005 Ginger and Cinnamon United Kingdom Sold as a limited edition during the 2005 Christmas Season. It is similar to the North American Pepsi Holiday Spice which was sold the year before and the year after.
Pepsi Max Gold 2006 Ginger Finland Sold as a limited edition alongside the regular Pepsi Gold for the 2006 FIFA World Cup.
Pepsi Max Coffee Cino 2006 Cappuccino/Coffee United Kingdom[10]
France
Portugal
Sold in France and Portugal as Pepsi Max Cappuccino.
Pepsi Max Chill 2007 Apple Sweden
Finland
Sold as a limited edition in both countries in the Summer of 2007.
Pepsi Max Mojo 2008 Mojito Lime/Mint Finland
Denmark
Was sold as a limited edition in 2008 in the former, and in 2009 in the latter under the name Pepsi Max Mojito.
Pepsi Max Energy 2008 Cola with 66% more caffeine Germany Was sold as a limited edition in 2008.
Pepsi Max Wild Side 2010 Wild Baobab Sweden Was sold as a limited edition in 2010.
Pepsi Max Lime 2011 Lime Australia
United Kingdom
France
Lebanon
Finland
Sweden
Norway
Denmark
Iceland
Hungary
Romania
Poland
Serbia
Czech Republic
China
Poland, Portugal
Serbia
Spain
Was first sold as Pepsi Max Cease Fire and Pepsi Max Citrus Freeze in Australia/New Zealand and the United Kingdom respectively in 2011 as part of a promotion with Doritos corn chips before being re-released in 2016 (as a limited edition) and 2021 respectively. Sold as Pepsi Black Lime in some countries
Pepsi Max Cherry 2011 Cherry United Kingdom
France[11]
Netherlands
Denmark

Romania
Norway
Finland
Iceland
Germany
Russia

Was first released in the United Kingdom in June 2011 only at Asda stores in 2 liter bottles, and gained a wide release in 2012.
Pepsi Max Ginger 2017 Ginger United Kingdom
Lebanon
Russia
Norway
Finland
The Netherlands
Denmark
Sweden
Germany
Pepsi Max Vanilla 2018 Vanilla Australia
New Zealand
Poland
Germany[12]
Sold as Pepsi Black Vanilla in some countries
Pepsi Max Raspberry 2018 Raspberry Australia
New Zealand
United Kingdom
Turkey[13]
Sweden
France

Romania
Russia
Taiwan
United Arab Emirates

Sold as Pepsi Black Raspberry in some countries
Pepsi Max Creaming Soda 2019 Cream Soda Australia
Pepsi Max Mango 2020 Mango Australia
Hungary
Poland
Czech Republic
Serbia
Finland
Sweden
Denmark

Norway
Turkey
United Kingdom

Sold as Pepsi Black Mango in some countries
Pepsi Max No Caffeine 2020 Cola without Caffeine United Kingdom
Finland
Pepsi Max Pineapple 2020 Pineapple Hungary
Poland
Czech Republic

Romania
Serbia
Sweden
Australia

Pepsi Max Electric 2024 Citrus (blue coloured) Denmark[14]
Norway[15]
Sweden[16]
United Kingdom[17]
Sold in the United Kingdom as a year-long limited edition under the name Pepsi Electric. It is similar to Pepsi Blue.

In early 2005, the North American drink Pepsi ONE was revised, with Splenda brand sucralose replacing the aspartame ingredient.[citation needed][relevant?]

Historical Canadian formulation

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Beginning in early 1994, an entirely different Pepsi Max was marketed in Canada. Now regarded as a precursor to Pepsi Edge, it was sweetened with a combination of aspartame and high fructose corn syrup. As a result, it contained two-thirds fewer calories than full-sugar colas (including regular Pepsi), but more calories than conventional diet/light colas (or the version of Pepsi Max sold elsewhere). The Canadian product was discontinued in 2002; the Diet Pepsi Max product was introduced in 2008 has no direct relationship to the earlier formulation.

See also

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References

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  1. ^ Stoddard, Bob (1997). Pepsi. 100 Years. General Publishing Group. ISBN 9781575440262.
  2. ^ "Best New Products of 2007". Beverage Industry. BNP Media. Retrieved 2024-07-22.
  3. ^ "Revealed: Secrets behind Dynamo bus trick". Metro. 2013-06-27. Retrieved 2019-06-12.
  4. ^ Haynes, Jonathan (2013-06-24). "Dynamo 'levitates' beside London bus - but how does he do it?". The Guardian. ISSN 0261-3077. Retrieved 2019-06-12.
  5. ^ "Dynamo performs bus levitation magic for Pepsi Max". www.campaignlive.co.uk. Retrieved 2019-06-12.
  6. ^ "Lanzamiento Pepsi Max en Costa Rica". Adondeirhoy.com. 20 November 2017.
  7. ^ Leow, Mikelle (2018-04-26). "Pepsi Ad Mischievously Pokes Fun At Diet Coke Without Dropping Names". TAXI (website). Retrieved 2019-08-22.
  8. ^ "Pepsi MAX on Twitter". Twitter. 2019-08-12. Retrieved 2019-08-22.
  9. ^ Penco, C.; Domaneschi, F. (2016). Come non detto: Usi e abusi dei sottintesi. i Robinson / Letture (in Italian). Editori Laterza. p. 83. ISBN 978-88-581-2430-7. Retrieved 2019-08-22.
  10. ^ Mark Choueke. "Supermarkets poised to axe Pepsi coffee-flavoured cola". Marketing Week. Retrieved 2010-06-01.
  11. ^ "Pepsi Max a son cherry" [Pepsi Max has cherry] (in French). Rayon Bouissons. April 1, 2014. Retrieved January 10, 2016.
  12. ^ https://pepsi.de/produkte/pepsi-max-vanilla [bare URL]
  13. ^ "Ahududu tadı sevenler için Yeni Pepsi Raspberry!".
  14. ^ "Pepsi Max Blue 50 Pet 45/24/50".
  15. ^ https://www.ringnes.no/produkter/pepsi/pepsi-max-electric-blue/?CKey= [bare URL]
  16. ^ "Pepsi Electric har kommit till Sverige! .... - Carlsberg Sveriges Frågeforum - Carlsberg Sverige".
  17. ^ "Pepsi set to super-charge soft drinks with bold Electric blue cola".

Further reading

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  • Kotabe, M. and Helsen, K. Global Marketing Management, John Wiley & Sons, 2004. ISBN 0-471-23062-6.iPhone 15 Pepsi Max
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