100% Recycled – Pepsi Max UK 2021 | Clapboard Ad Archive

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100% Recycled - Pepsi Max | Clapboard Ad Archive

Pepsi Max’s 100% Recycled campaign, launched in the United Kingdom in 2021, positions the brand at the forefront of sustainable innovation in the highly competitive food and drink sector, emphasizing a decisive and tangible commitment to environmental responsibility that goes beyond surface-level greenwashing. The campaign is built on a simple but potent product truth: the brand’s new 500ml and 600ml bottles are now made entirely from 100% recycled plastic, a manufacturing shift leveraged as the core message and distinctive personality property in market communications. By focusing the creative solely on this single unique differentiator — that every bottle consumers pick up represents a closed-loop material cycle — Pepsi Max breaks from conventionally taste-led or lifestyle-driven narrative strategies to instead foreground a brand action directly addressing pressing consumer concerns about plastic waste and sustainability. The campaign’s film, aimed at a digitally native, sustainability-conscious UK audience, leads with a clear call to action under the hashtag #NothingTastesBetter, deftly balancing the innovative green credentials of the packaging with the brand’s longstanding promise of uncompromised refreshment. Eschewing celebrity endorsements, stylized vignettes, or emotional storytelling, the film adopts a tone of unadorned transparency and consumer respect, putting product information and eco-innovation at the heart of the communication, in what Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property. The strategic intent is self-evident: answer a rising tide of demand among younger consumers for brands that actively minimize their environmental impact without compromising experience or accessibility. In doing so, the campaign sidesteps the over-familiar genre tropes of the drinks category, where heritage, flavor, or emotional resonance often dominate, distinguishing Pepsi Max from the likes of Coca-Cola Zero Sugar, Diet Coke, or Ribena, whose respective narratives more commonly center on lifestyle, health, or tradition. The digital release garnered over 829,000 views, evidencing a broad reach and interest in a market increasingly impatient for genuine sustainability action from major manufacturers. Clapboard rates this 61/100. Pepsi Max 100% Recycled matters for the industry because it demonstrates how putting a single substantive product improvement front and center can redefine brand salience when consumer values are shifting, even in legacy categories weighed down by decades of status quo messaging.

Credits

Client

Pepsi Max

Category Mind Map

48%

Pepsi Max’s "100% Recycled" campaign communicates a clear brand proposition centered on sustainability without compromising product experience. By announcing that their new 500ml and 600ml bottles are made entirely from recycled plastic, the campaign positions Pepsi Max as a responsible and environmentally conscious choice within the competitive non-alcoholic drinks market. The narrative underscores a commitment to ecological innovation, subtly reinforcing that sustainability and quality can coexist seamlessly—a value likely intended to resonate with environmentally aware consumers. The market strategy leverages the growing consumer demand for eco-friendly products by embedding the message of recycled packaging directly into the product experience, rather than focusing solely on taste or traditional brand attributes. The campaign targets a UK audience attuned to environmental issues, particularly younger demographics who prioritize sustainability in purchasing decisions. The creative approach uses a simple, factual revelation about packaging materials, supported by a hashtag #NothingTastesBetter, which juxtaposes the idea that while the bottle is environmentally innovative, the product’s taste remains uncompromised. This strategy reflects an insight that consumers expect brands not only to meet taste and quality standards but also to align with their values on environmental responsibility. The modest engagement metrics—over 829,000 views with relatively low likes and comments—suggest the campaign functions more as an informative brand statement rather than a highly viral or emotionally charged narrative, consistent with a focus on transparency and product innovation within the market category.

FORMAT#11 UNIQUE PERSONALITY PROPERTY — Highlights a unique feature, origin, or distinctive product identity. This Pepsi Max campaign centers the unique and differentiating feature—100% recycled plastic in the new bottles—as the main communication point. The campaign title, description, and hashtag all foreground this specific product change, both in messaging (“100% Recycled,” “NEW 500 and 600ml bottles now made from 100% recycled plastic”) and thematic identity. There's no evidence of overt storytelling, problem-solution structure, testimonial, celebrity, parody, or symbolic narrative; rather, the creative asserts the brand’s distinctiveness by strongly highlighting this unique, environmentally-focused product evolution as the campaign’s central idea and driver of differentiation. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Coca-Cola Zero Sugar – Positioned as a calorie-free alternative to classic Coca-Cola, it emphasizes great taste without sugar. The brand focuses on global consistency, widespread availability, and strong emotional marketing tied to happiness, tradition, and memorable experiences. 2. Diet Coke – Known for its distinctive taste and multiple flavor variants, Diet Coke targets health-conscious consumers seeking sugar-free options. It leverages a bold, stylish brand personality with appeal in urban, trendy demographics through lifestyle-driven campaigns. 3. Ribena – Primarily a blackcurrant-based soft drink, Ribena differentiates by emphasizing natural fruit content and vitamin C benefits. It promotes itself as a wholesome, family-friendly brand with roots in British heritage and a focus on healthier refreshment. 4. Schweppes – Positioned as a premium mixer and soft drink brand, Schweppes is associated with sophistication and quality. It targets adult consumers looking for a refined taste experience, often integrating into cocktail culture and premium beverage occasions. 5. Fanta – Known for vibrant, fruity flavors and playful branding, Fanta appeals primarily to a younger audience seeking fun, bold taste experiences. It emphasizes energetic, colorful marketing with a focus on enjoyment and vibrant lifestyle moments.

Q: What is 100% Recycled about? A: 100% Recycled is a 2021 campaign created for Pepsi Max in the United Kingdom, focusing on the launch of new 500ml and 600ml bottles made entirely from recycled plastic. Developed within the non-alcoholic drinks sector, the campaign uses a film medium to communicate Pepsi Max’s commitment to sustainability. The central creative idea is a straightforward announcement of the brand’s shift to 100% recycled plastic packaging, positioning Pepsi Max as an environmentally conscious choice. The campaign was designed to inform and engage a UK audience increasingly attentive to ecological issues and responsible consumption. Q: What creative device does 100% Recycled use? A: 100% Recycled employs FORMAT#11 UNIQUE PERSONALITY PROPERTY from Clapboard’s 12-format taxonomy, which highlights a distinctive feature or product identity as the core communication. The campaign centers its messaging on the unique attribute of bottles made from 100% recycled plastic, making this product evolution the focal point. Rather than relying on storytelling, testimonials, or celebrity endorsements, the creative approach asserts brand differentiation by foregrounding the environmental innovation as the defining element, in line with Clapboard’s classification system. Q: What is the campaign proposition for 100% Recycled? A: The campaign proposition for 100% Recycled is to position Pepsi Max as a responsible and forward-thinking brand that prioritizes sustainability without compromising the product experience. By highlighting the use of 100% recycled plastic in its new bottles, Pepsi Max addresses the values of environmentally conscious consumers, particularly younger audiences in the UK who seek eco-friendly options. The campaign’s message is that sustainability and quality can coexist, reinforcing Pepsi Max’s relevance in a market where ecological responsibility is increasingly important to purchasing decisions. Q: How does 100% Recycled rank in Clapboard's archive? A: 100% Recycled holds a Clapboard Campaign Score of 61/100, as assessed by Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of sustainability-driven marketing in the non-alcoholic drinks sector. Q: Who are the competitors in Pepsi Max's category? A: In the non-alcoholic drinks market, Pepsi Max competes with Coca-Cola Zero Sugar, which is positioned as a calorie-free alternative emphasizing taste and global consistency; Diet Coke, targeting health-conscious consumers with a stylish, urban brand personality and multiple flavor variants; Ribena, which differentiates itself through natural fruit content and family-friendly appeal rooted in British heritage; Schweppes, associated with premium quality and sophistication, often serving as a mixer for adult occasions; and Fanta, which appeals to younger audiences with vibrant flavors and playful, energetic branding focused on enjoyment and lifestyle moments.