How are those various channels integrated? TAKING IMC TO THE MAX:

PEPSI MAX AND MODERN COMMUNICATIONS Pepsi has embraced the communication capabilities of emojis in a big way—you might even say, in a maximal way. Actually, PepsiCo would love it if you used that description, because for its Pepsi Max line of beverages, it actively seeks to establish a consistently cool, cutting-edge perception among consumers, mainly by using integrated marketing campaigns that revolve around the notion of living life “to the max.” Let’s consider a few of the ways it presents consistent messages across a range of channels.

The very name of the product line provides the foundation for the consistent message. By referring to the carbonated beverage as Pepsi Max, PepsiCo signals that this brand will offer more, greater, and bigger things to consumers. Thus every communication needs to be “to the max” as well—

grander, louder, more exciting, more thrilling. In this effort, PepsiCo uses the tagline “Maximum Taste, No Sugar”

in combination with hashtags such as #LiveforNow and #Unbelievable on social media.