Max out your taste buds

South African consumers are always on the lookout for an ice cold, great tasting thirst-quencher and thanks to Pepsi South Africa, they can now look forward to a brand new soft drink that boasts the full flavour of Pepsi cola with the added benefit of less than one calorie in the new soft drink.

The new drink is aimed at the young, ambitious male aged between 18 and 25.

According to Avishkar Ramgovind, Marketing Manager, Pepsi South Africa, "Globally, the product has proved to be a huge success within our beverage portfolio. It allows consumers to continue to enjoy their favourite cola...now just with the added benefit of being sugar free. The product's consumer advertising and activation has been very attitudinal and this will be brought into SA as well."

The product is promoted by the strap line "Maximum Taste, No Sugar" and will be launched with a consumer campaign across SA's beaches these summer holidays. During the campaign, the public stands the chance of winning a number of prizes. The campaign coincides with the launch on January 1, 2008, of the new website

Pepsi Max will be available in 330ml cans, 500ml bottles and two litre PET bottles.