Pepsi Max has teamed up with social-first creative and creator agency Newgen to produce a new YouTube channel.

As part of the launch, the pair have unveiled a five-part Christmas series, titled ‘Pepsi Pioneers.

The campaign stars rapper Formz, presenters Luke Veron and Saskia Marriot, as well as 11 of the brand’s ambassadors.

It supports the brand’s ‘Thirsty for More’ brand position.

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Steven Hind, CMO Pepsico Beverages UK&I said: “This is a hugely exciting moment for us as we build on the amazing success we have had in the social sphere with our ‘Pepsi Pioneers’.

”Bringing entertaining, relevant content to our Gen Z audience is a key pillar of our brand strategy, and what better time of year than Christmas to launch our Youtube Channel.”

Katy Sumption, executive creative director, NewGen said: “This feels like a pivotal moment for Pepsi MAX as we immerse the brand’s pioneers even further into the executional output, allowing its Gen Z target audience to connect much deeper with the brand. It demonstrates Pepsi MAX’s commitment as a culture-forward brand.”