Pepsi Max has unveiled a UK YouTube channel, a strategic move that underscores how brands are increasingly betting on digital-first content to deepen engagement with Gen Z. The channel launch coincides with a five-part Christmas series produced with agency NewGen, and features the brand’s “Pepsi Pioneers” creators including presenters Luke Vernon, Saskia Marriott, rapper‑singer Formz and more.
The series, which is filled with festive chaos, crafts and irreverent cooking segments, is intended to deliver a jester‑style tone that resonates with younger viewers. Filmed at the ‘Pepsi Max Mansion’, it ties in with Pepsi’s global “It Can Wait” campaign, which encourages consumers to slow down, prioritise joy, and lean into seasonal fun.
Explaining the show on YouTube, Pepsi said: “Join our 10 Pepsi Pioneers as they arrive at the Pepsi MAX Mansion for a Christmas like no other. Kicking off the festivities with a Christmas tree‑decorating challenge that will decide who is on the Nice List and who is on the Naughty List? Welcome to Pepsi MAX Mansion”. Episode one dropped on December 5 and had generated around 279,000 views by day five.
NewGen has been actively involved in helping Pepsi Max build the Pepsi Pioneer ambassador programme over the last three years. By launching a dedicated YouTube hub, the soft drinks brand is now seeking to double down on creator-led content and long-term ambassador relationships – transforming its marketing from a series of influencer tie-ins to ongoing, owned storytelling.
The agency’s executive creative director Katy Sumption called the latest move a “pivotal moment … allowing its Gen Z target audience to connect much deeper with the brand.”
As brands battle for attention in an increasingly noisy social landscape, having a dedicated, well-curated YouTube presence offers them the chance to own the consumer narrative, build real depth with viewers, and deliver on a unified brand tonal strategy. In the case of Pepsi Max, it will be interesting to see if the festive push is the foundation of a broader shift – from seasonal activation to ongoing creative platform.
Steven Hind, CMO of PepsiCo Beverages UK & Ireland, said the channel was a logical next step after “the amazing success we have had in the social sphere with our Pepsi Pioneers. He called the launch “a hugely exciting moment,” adding that creating “entertaining, relevant content” for Gen Z is a “key pillar” of the brand’s strategy.
Pictured – Pepsi Pioneer Betty Douglas in the Pepsi Max Mansion
