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{{Short description|Sugar-free cola}}
[[Image:Pepsi_Max.jpg|right|208px]]
{{about|the beverage available outside North America|the North American beverage|Pepsi Zero Sugar|the roller coaster|Pepsi Max Big One}}

{{More citations needed|date=January 2008}}
'''Pepsi Max''' is a low-[[calorie]], [[sugar]]-free [[cola]], marketed by [[PepsiCo, Inc.|PepsiCo]] as an alternative to regular [[Pepsi]] and [[Diet Pepsi|Diet Pepsi / Pepsi Light]].
{{Infobox brand
| name = Pepsi Max
| logo = Pepsi Max Text logo.svg
| image = Pepsi_Max_can.png
| caption = 2l Bottle of Pepsi Max with current logo and design
| producttype = [[diet soda|Diet]] [[cola]]
| currentowner = [[PepsiCo]]
| producedby =
| country = International
| introduced = {{start date and age|1993|4|5}}
| discontinued =
| related = [[Pepsi ONE]], [[Diet Pepsi]]
| markets =
| previousowners =
| trademarkregistrations =
| ambassadors =
| tagline ="Maximum Taste, No Sugar"
| module = <!-- or: misc -->
| module1 = <!-- or: misc1 -->
| footnotes =
| logo_size =140
}}'''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.


==History==
==History==
[[Image:Pepsi-max-twist.JPG|thumb|right|Pepsi Max Twist (with added lemon-lime flavour)]]
[[File:Pepsi Black Lime and Original flavor.jpg|thumb|left|Pepsi Black limited edition Lime and Original Flavor (Middle East)]]
Pepsi Max debuted in [[Great Britain]] and [[Italy]] in April 1993. The rollout was expanded to [[Ireland]] the following September, and to [[France]], the [[Netherlands]] and [[Australia]] 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.
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 drink]]s), where one of its principal ingredients had not yet been approved by the [[Food and Drug Administration]].<ref>{{cite book |last1=Stoddard |first1=Bob |title=Pepsi. 100 Years |date=1997 |publisher=General Publishing Group |isbn=9781575440262}}</ref> The ingredient—[[acesulfame potassium]]—is combined with [[aspartame]] to provide the beverage's sweetness,<ref>{{cite web |title=Best New Products of 2007 |url=https://www.bevindustry.com/articles/81959-best-new-products-of-2007 |website=Beverage Industry |publisher=BNP Media |access-date=2024-07-22}}</ref> whereas some other diet colas are sweetened by aspartame alone.


In early-2005, Pepsi Max Twist (with added [[lemon]]-[[Lime (fruit)|lime]] flavour) joined the [[United Kingdom|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 market|test-marketed]] in the US in 1996) and [[Pepsi Tarik]], available in [[Malaysia]] since 2005.
The product remained unavailable in the [[United States]] (PepsiCo's native market, and the largest consumer of carbonated [[soft drink]]s), where one of its principal ingredients had not yet been approved by the [[Food and Drug Administration]]. The ingredient in question&mdash;[[acesulfame potassium]]&mdash;is combined with [[aspartame]] to provide the beverage's sweetness. Some people claim that this results in a better taste than that of other diet colas (most of which are sweetened with aspartame alone).


[[File:Pepsi 500ml Bottle, UK.jpeg|thumb|150px|Standard 500&nbsp;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.
On [[28 May]] 1994, England's [[Blackpool Pleasure Beach]] amusement park opened the [[Pepsi Max Big One]] steel [[roller coaster]]. At the time, the Pepsi-sponsored attraction was the world's tallest and fastest roller coaster. (Both records subsequently were broken elsewhere.)


[[File:Pepsi Max bottles.JPG|thumb|left|Small 0.33 liter Pepsi Max bottles]]
In early 2005, Pepsi Max Twist (with added [[lemon]]-[[Lime (fruit)|lime]] flavour) was added to the [[United Kingdom|UK]] product line.
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 [[Pepsi Globe|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.
[[File:New Pepsi Max branding.jpg|thumb|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".{{Cn|date=October 2024}} 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".{{Cn|date=October 2024}} 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.{{Cn|date=October 2024}}


In May 2011, Pepsi introduced the drink to Spain.{{Cn|date=October 2024}}
In autumn 2005, Pepsi Max Punch was introduced in the UK for the festive season. Containing ginger and cinnamon, the product is similar in flavour to Pepsi Holiday Spice, a sugar-sweetened variety of Pepsi that was marketed in the US one year earlier.


In 2013, Pepsi Max collaborated with English magician Steven Frayne, also known as [[Dynamo (magician)|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.<ref>{{Cite web|url=https://metro.co.uk/2013/06/27/revealed-the-secrets-behind-magician-dynamos-london-bus-levitation-trick-3859172/|title=Revealed: Secrets behind Dynamo bus trick|date=2013-06-27|website=Metro|language=en-US|access-date=2019-06-12}}</ref><ref>{{Cite news|url=https://www.theguardian.com/uk/2013/jun/24/dynamo-levitate-london-bus|title=Dynamo 'levitates' beside London bus - but how does he do it?|last=Haynes|first=Jonathan|date=2013-06-24|work=The Guardian|access-date=2019-06-12|language=en-GB|issn=0261-3077}}</ref> 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.<ref>{{Cite web|url=https://www.campaignlive.co.uk/article/dynamo-performs-bus-levitation-magic-pepsi-max/1188075|title=Dynamo performs bus levitation magic for Pepsi Max|publisher=www.campaignlive.co.uk|access-date=2019-06-12}}</ref>
Recent UK/Australia Pepsi Max television advertisements have featured the taglines "Maximum taste, no sugar" and "Don't worry, there's no sugar."


In 2016, the drink was introduced to Venezuela. In 2017 Pepsi Max was launched in Costa Rica.<ref>{{cite web |date=20 November 2017 |title=Lanzamiento Pepsi Max en Costa Rica |url=https://adondeirhoy.com/noticias/pepsi-max |publisher=Adondeirhoy.com}}</ref>
==Pepsi ONE==
On [[30 June]] [[1998]], acesulfame potassium finally received FDA approval. PepsiCo responded within one hour, announcing the introduction of [[Pepsi ONE]] (which reached store shelves the following October). This new variety contained the same sweeteners as Pepsi Max, but not an identical formula or flavour. Interestingly enough, Pepsi ONE was among the twelve brand names that were considered and rejected when creating Pepsi Max.


In 2017, the drink was reintroduced in Belarus, the Czech Republic, Greece, Hungary, India, Slovakia, Slovenia and Ukraine as Pepsi Black.{{Cn|date=October 2024}}
In early 2005, Pepsi ONE was revised, with Splenda brand [[sucralose]] replacing the aspartame ingredient.


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.{{Cn|date=October 2024}}
==Canada's Pepsi Max==

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 [[Corn syrup|high fructose corn syrup]] (sugar). As a result, it contained 2/3 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.
==Product positioning==
Recent{{when|date=August 2023}} UK and Australia Pepsi Max television advertisements (as well as in several European countries{{Which|date=October 2024}}) have featured the taglines "Maximum taste, no sugar" and "Don't worry, there's no sugar."{{Cn|date=October 2024}} Some have incorporated [[extreme sport]]s, 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).{{Cn|date=October 2024}} 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".{{Cn|date=October 2024}}

[[Coca-Cola Zero Sugar|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".<ref>{{cite web | last=Leow | first=Mikelle | title=Pepsi Ad Mischievously Pokes Fun At Diet Coke Without Dropping Names | website=TAXI (website) | date=2018-04-26 | url=https://designtaxi.com/news/399398/Pepsi-Ad-Mischievously-Pokes-Fun-At-Diet-Coke-Without-Dropping-Names/ | access-date=2019-08-22}}</ref><ref>{{cite web |date=2019-08-12 |title=Pepsi MAX on Twitter |url=https://twitter.com/PepsiMaxUK/status/983268284597334016 |access-date=2019-08-22 |publisher=Twitter}}</ref><ref>{{cite book | last1=Penco | first1=C. | last2=Domaneschi | first2=F. | title=Come non detto: Usi e abusi dei sottintesi | publisher=Editori Laterza | series=i Robinson / Letture | year=2016 | isbn=978-88-581-2430-7 | url=https://books.google.com/books?id=zpiODAAAQBAJ&pg=PA83 | language=it | access-date=2019-08-22 | page=83}}</ref>

===Variants===
The Pepsi Max brand has seen many flavor variants and varieties across the world where the drink is marketed.{{Cn|date=October 2024}}

===Pepsi Max===
{{More citations needed section|date=October 2015}}
{| class="wikitable"
!width=12%| Name !! Launched !! Flavour !! Regions where it is sold || Additional Notes
|-
| Pepsi Max Lemon
| style="text-align:center;"| 2004
| [[Lemon]]
| Belgium<br />Norway<br />Sweden<br />The Netherlands<br />Germany<br />Australia
| Was first sold in Belgium as '''Pepsi Max Cool Lemon''' before it was renamed in 2017.
|-
| Pepsi Max Lemon and Lime Twist
| style="text-align:center;"| 2005
| [[Lemon]]/[[Lime (fruit)|Lime]]
| United Kingdom<br />France<br />Argentina<br />Brazil<br />Poland<br />Turkey
| Was sold in France as '''Pepsi Max Citron Citron Vert'''.
|-
| Pepsi Max Punch
| style="text-align:center;"| 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
| style="text-align:center;"| 2006
| [[Ginger]]
| Finland
| Sold as a limited edition alongside the regular Pepsi Gold for the 2006 FIFA World Cup.
|-
| Pepsi Max Coffee Cino
| style="text-align:center;"| 2006
| [[Cappuccino]]/[[Coffee]]
| United Kingdom<ref>{{cite magazine|author=Mark Choueke |url=http://www.marketingweek.co.uk/news/supermarkets-poised-to-axe-pepsi-coffee-flavoured-cola/2053225.article |title=Supermarkets poised to axe Pepsi coffee-flavoured cola |magazine=Marketing Week |access-date=2010-06-01}}</ref><br />France<br />Portugal
| Sold in France and Portugal as '''Pepsi Max Cappuccino'''.
|-
| Pepsi Max Chill
| style="text-align:center;"| 2007
| [[Apple]]
| Sweden<br />Finland
| Sold as a limited edition in both countries in the Summer of 2007.
|-
| Pepsi Max Mojo
| style="text-align:center;"| 2008
| [[Mojito]] [[Lime (fruit)|Lime]]/[[Lamiaceae|Mint]]
| Finland<br />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
| style="text-align:center;"| 2008
| [[Cola]] with 66% more [[caffeine]]
| Germany
| Was sold as a limited edition in 2008.
|-
| Pepsi Max Wild Side
| style="text-align:center;"| 2010
| Wild [[Baobab]]
| Sweden
| Was sold as a limited edition in 2010.
|-
| Pepsi Max Lime
| style="text-align:center;"| 2011
| [[Lime (fruit)|Lime]]
| Australia<br />United Kingdom<br />France<br />Lebanon<br />Finland<br />Sweden<br />Norway<br />Denmark<br />Iceland<br />Hungary<br />Romania<br />Poland<br />Serbia<br />Czech Republic<br />China<br />Poland, Portugal<br />Serbia<br />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
| style="text-align:center;"| 2011
| [[Cherry]]
| United Kingdom<br />France<ref>{{cite web |url= http://www.rayon-boissons.com/Nouveaux-Produits/Pepsi-Max-a-son-cherry-29039 |language= fr |title= Pepsi Max a son cherry |trans-title= Pepsi Max has cherry |date= April 1, 2014 |publisher=Rayon Bouissons |access-date= January 10, 2016}}</ref><br />Netherlands<br />Denmark
Romania<br />Norway<br />Finland<br />Iceland<br />Germany<br />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
| style="text-align:center;"|2017
| [[Ginger]]
| United Kingdom<br />Lebanon<br />Russia<br />Norway<br />Finland<br />The Netherlands<br />Denmark<br />Sweden<br />Germany
|
|-
| Pepsi Max Vanilla
| style="text-align:center;"|2018
| [[Vanilla]]
| Australia<br />New Zealand<br />Poland<br />Germany<ref>{{cite web|url=https://pepsi.de/produkte/pepsi-max-vanilla |title=Maximal Vanilla Zero Zucker |language=German |trans-title=Maximal Vanilla Zero Sugar |last= |first= |date= |website=pepsi.de |publisher= |access-date=16 December 2024 |quote= |archive-url=https://web.archive.org/web/20220123014143/https://pepsi.de/produkte/pepsi-max-vanilla |archive-date=23 January 2022 }}</ref>
| Sold as '''Pepsi Black Vanilla''' in some countries
|-
| Pepsi Max Raspberry
| style="text-align:center;"|2018
| [[Raspberry]]
| Australia<br />New Zealand<br />United Kingdom<br />Turkey<ref>{{cite web | url=http://www.fmcgturkiye.net/2020/05/06/ahududu-tadi-sevenler-icin-yeni-pepsi-raspberry/ | title=Ahududu tadı sevenler için Yeni Pepsi Raspberry! }}</ref><br />Sweden<br />France
Romania<br />Russia<br />Taiwan<br />United Arab Emirates
|Sold as '''Pepsi Black Raspberry''' in some countries
|-
| Pepsi Max Creaming Soda
| style="text-align:center;"| 2019
| [[Cream Soda]]
| Australia
|
|-
| Pepsi Max Mango
| style="text-align:center;"| 2020
| [[Mango]]
| Australia<br />Hungary<br />Poland<br />Czech Republic<br />Serbia<br />Finland<br />Sweden<br />Denmark
Norway<br />Turkey<br />United Kingdom
| Sold as '''Pepsi Black Mango''' in some countries
|-
| Pepsi Max No Caffeine
| style="text-align:center;"| 2020
| [[Cola]] without [[Caffeine]]
| United Kingdom<br />Finland
|
|-
| Pepsi Max Pineapple
| style="text-align:center;"| 2020
|[[Pineapple]]
| Hungary<br />Poland<br />Czech Republic
Romania<br />Serbia<br />Sweden<br />Australia
|
|-
| Pepsi Max Electric
| style="text-align:center;"| 2024
| [[Citrus]] (blue coloured)
| Denmark<ref>{{cite web | url=https://royal4you.com/dk_da/pepsi-max-blue-50-pet-45-24-50-000000000000030153 | title=Pepsi Max Blue 50 Pet 45/24/50 }}</ref><br />Norway<ref>{{cite web|url=https://www.ringnes.no/produkter/pepsi/pepsi-max-electric-blue/?CKey= |title=Pepsi Max Electric Blue |last= |first= |date= |website=www.ringnes.no |publisher= |access-date=16 December 2024 |quote= |archive-url=https://web.archive.org/web/20240511140440/https://www.ringnes.no/produkter/pepsi/pepsi-max-electric-blue/?CKey= |archive-date=11 May 2024 |language=Norwegian}}</ref><br />Sweden<ref>{{cite web | url=https://www.carlsbergkonsumentservice.se/org/carlsberg-sv/d/pepsi-electic/ | title=Pepsi Electric har kommit till Sverige! .... - Carlsberg Sveriges Frågeforum - Carlsberg Sverige }}</ref><br />United Kingdom<ref>{{cite web | url=https://www.britvic.com/our-news/performance/pepsi-set-to-super-charge-soft-drinks-with-bold-electric-blue-cola/ | title=Pepsi set to super-charge soft drinks with bold Electric blue cola }}</ref>
| 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.{{Cn|date=October 2024}}{{Relevance inline|date=October 2024}}

==Historical Canadian formulation==
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==
==See also==
*[[List of Pepsi types]]
* [[List of Pepsi variations]]


==Reference==
==References==
{{reflist}}
*Kotabe, M. and Helsen, K. ''Global Marketing Management'', John Wiley & Sons, 2004. ISBN 0-471-23062-6

==Further reading==
* Kotabe, M. and Helsen, K. ''Global Marketing Management'', John Wiley & Sons, 2004. {{ISBN|0-471-23062-6}}.iPhone 15 Pepsi Max


==External links==
==External links==
{{commons category}}
*[http://www.pepsi.co.uk/max/ Pepsi Max]
* {{Official website}}
*[http://www.pepsico.com/ PepsiCo]

{{PepsiCo}}
{{Varieties of Pepsi}}
{{Diet sodas}}


[[Category:PepsiCo brands]]
[[Category:Caffeinated soft drinks]]
[[Category:Cola]]
[[Category:Diet drinks]]
[[Category:PepsiCo cola brands]]
[[Category:Products introduced in 1993]]

Latest revision as of 07:50, 16 December 2024

This article is about the beverage available outside North America. For the North American beverage, see Pepsi Zero Sugar. For the roller coaster, see Pepsi Max Big One.
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"

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.

History

[edit]
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

[edit]

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

[edit]
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

[edit]

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

[edit]

References

[edit]
  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. ^ "Maximal Vanilla Zero Zucker" [Maximal Vanilla Zero Sugar]. pepsi.de (in German). Archived from the original on 23 January 2022. Retrieved 16 December 2024.
  13. ^ "Ahududu tadı sevenler için Yeni Pepsi Raspberry!".
  14. ^ "Pepsi Max Blue 50 Pet 45/24/50".
  15. ^ "Pepsi Max Electric Blue". www.ringnes.no (in Norwegian). Archived from the original on 11 May 2024. Retrieved 16 December 2024.
  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

[edit]
  • 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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