Pepsi Max is encouraging Brits to hit pause on their busy schedules and embrace the festive season with its new ‘It Can Wait’ Christmas campaign. The marketing push aims to tap into the growing trend of unplugging from work and prioritising mental wellbeing, highlighting the joy of taking time to focus on what truly matters.
The campaign centres on a 60-second TV ad, which debuted during ITV’s I’m a Celebrity: Get Me Out of Here! on 17 November. Featuring a remix of the festive classic It’s Beginning to Look a Lot Like Christmas by UK artist Poppy Ajudha, the ad contrasts the pressures of everyday life with moments of festive connection.
From empty offices to deserted gyms and libraries, it reminds viewers that the demands of work and routine can wait – Christmas fun comes first.
The campaign reflected a broader cultural shift, as more people prioritised mental health and the benefits of stepping away from work, said PepsiCo, citing Telus’s Mental Health Index report, which showed 44% of Brits feel mentally and/or physically exhausted from their work day. PepsiCo said its campaign tapped into this sentiment, encouraging consumers to embrace the season’s lighter side and enjoy moments of connection.
“As December hits, we know that a lot of things – whether that be work, studying or working out, can very much feel like a January problem as we all look to prioritise those precious moments together instead,” said Steven Hind, senior marketing director for beverages UK & Western Europe.
“Our Christmas ad really brings to life this ‘tools down’ mentality to prioritise enjoyment during the festive period, while also embodying our brand ethos of being ‘thirsty for more’.”
Adding an experiential twist, Pepsi Max will open its ‘Of-Fizz Snowball Fight’ pop-up in Soho from 9 to 12 December. Designed as a fun escape for office workers, the pop-up transforms a traditional office setting into a snowy playground. Visitors can participate in games such as ‘Silence that Call’ and ‘Knock the Can into Jan’, while enjoying cocktail samples and Pepsi merchandise.
Developed by Pepsi’s in-house agency, Sips & Bites, the campaign will run across 29 territories. The wider campaign spans TV, digital, social and out-of-home. The OOH creative leans into the It Can Wait message with taglines like “Spreadsheets can wait, it’s Xmas after all” and “Leg day can wait, it’s Xmas after all”, while on digital platforms such as Meta, Snapchat, and YouTube Shorts, the brand will target younger audiences.
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