Winner Profile

Pepsi, Unbound and The Live Agency – Pepsi Max Summer AR

Campaign Overview

In 2022, Pepsi set out to own the summer with Pepsi Max. Working with Pepsi’s global design team, Unbound launched a scan-to-win promotion centred on three iconic Pepsi max pack designs featuring onomatopoeic sounds – POP, AAAAH & WHOOOOSH. These were rolled out across cans, bottles and cases, visually bringing the words to life. The brief and campaign objective was to launch the new pack designs and increase sales over the period by 5%.

Consumers scanned the on-pack QR code and ‘placed’ a virtual can, bottle or case of Pepsi in front of them in augmented reality (AR). The product would open in AR with a POP, AAAAH & WHOOOOSH to reveal the prize. Each AR experience was tailored to the pack design in the consumer’s hand, with  a specifically tailored prize for winners. The experience was seeded across retail, social and digital, using dynamic animations from the AR experience, inviting consumers to purchase and scan, and scan they did.

In just 70 days the campaign delivered more than 1m QR code scans and data captures, boasting a 98% scan-to-entry conversion rate and a repeat purchase rate of 3x. At 15%, the sales uplift was three times what had been targeted.  The campaign also delivered significant brand exposure on social, with 500,000 completed video views on Instagram and Facebook; and 16m campaign views on YouTube. To cap a great campaign 10,000 winners shared over AUS$1m worth of prizes.

Judges’ View:
“A great entry, strong on innovation – QR driving AR to reveal the sound effect. Strong execution and excellent results including a 98% scan to entry conversion rate. Impressive.


Most Effective Augmented Reality/Virtual Reality Campaign


Pepsi, Unbound and The Live Agency – Pepsi Max Summer AR

Other Shortlisted Entries

LEGOLand Windsor and Zappar – Creating an Immersive Guest Experience for LEGOLAND Mythica

McDonald’s and Creata – McDonald’s Happy Meal Promotion with 7 Mattel Card Games

Vodafone Freezone and VMLY&R Istanbul – FreeZone Ridiculously Great Brush