NewGen

Pepsi Pioneers is Pepsi MAX’s bold response to a shifting cultural landscape and a rethink of how an iconic brand earns relevance with the next generation. With declining affinity among younger audiences and a celebrity-led model losing impact, Pepsi recognised that culture is now shaped by creators, communities and participation, not top-down campaigns.

Pepsi Pioneers became the UK’s first creator-owned brand platform in soft drinks, embedding creators at the heart of the brand. Instead of acting as endorsers, a tiered roster of Pioneers worked as strategic partners - co-shaping ideas, influencing direction and bringing Pepsi MAX to life across music, sport, fashion and everyday culture. Through ongoing co-creation, cultural councils and real-time collaboration, Pepsi transformed how it shows up in feeds, moments and conversations.

The impact was decisive. Pepsi MAX evolved from a traditional FMCG advertiser into a social-first entertainment brand, driving standout engagement, rapid community growth and renewed cultural distinction versus competitors - while delivering commercial momentum.

NewGen supported this transformation with a creator-first strategy, helping Pepsi not just respond to culture, but move with it. Pepsi Pioneers proves brands unlock long-term relevance by building with creators, not around them.