Aiming to grow its market share among 18 to 34-year-olds, Pepsi Max understood that social media and digital devices were an integral part of the everyday lives of this target audience. Pepsi Max launched a branded YouTube channel to serve as a hub for its 'Unbelievable' campaign and partnered with YouTube content creators and filmmakers to create 'Unbelievable' pieces of video. Thanks to a combination of paid and earned media, the eye-catching content has received over 50 million views and growing.


  • Reach and engage target audience of consumers aged 18 to 34
  • Create original and 'Unbelievable' content to act as social currency
  • Increase flexibility and speed to publish with lower costs of production


  • Partnered with YouTube creators, filmmakers and directors to create 'Unbelievable' content
  • Launched a YouTube brand channel as the campaign hub
  • Promoted content with paid, owned and earned media


  • Expanded Pepsi Max market share
  • Increased channel subscribers from 4,000 to over 66,000
  • Content has achieved over 50 million views
November 2014