When we look at our new tool box for building brands and shifting product, one of the main benefits for social media is the ability to tell long form stories. These stories don’t take any less creativity or any less precision than it takes to create a :30 or a :60 TVC – if anything they both start at the same place. With a unique proposition for the brand in question.
In this case, PepsiMax is a “zero calorie cola in disguise”. Its when this proposition becomes expressed creatively that you can get an impactful, highly watchable, highly sharable piece of content that can be told over any number of chapters.