Pepsi Max ramps up music strategy ahead of festival season with YouTuber stunt
PepsiCo is dialing up its music strategy for Pepsi Max, teaming up with YouTube star Jack Jones for a series of "music mash up" stunts at UK festivals.
The first stage of the activity kicked off this month at EDC Festival where Pepsi Max and Jones alongside celebrity stylist Alexis Knox pulled off the One Hour Entourage stunt which saw the team offer a VIP 'entourage' experience to festival goers each hour.
The Pepsi Max Entourage team gave revellers a full VIP style transformation and access onto a private viewing platform, as well as a butler, a party girl, security, a digital manager and a photographer– who all assisted in providing whatever festival goers requested.
Commenting on the experience, Jones said: “Giving people fun and unexpected experiences is what I love doing, so it was great to be able to put some of my skills to the test in a different, festival environment with Pepsi Max.”
The drinks brand said it is taking a "bold new approach" to festivals and music for 2015, building on current music activations including the Pepsi Max music platform 'Out of the Blue' in the US which brings fans together to experience live music.
Speaking at the launch in February Eric Fuller, director, Pepsi marketing called music "a critical element of Pepsi's DNA," and said 'Out of the Blue' will amplify its role in music culture.