Pepsi Max has unveiled a new integrated campaign, #BetterWithPepsi, which will have a multi-channel rollout across social media channels, out-of-house and television.

The new brand campaign aims to highlight how customers require a high-quality beverage to accompany their meals, which was created by Sam Cadman.

Pepsi Max has launched a social film which was shot in various locations around the UK which brings the ‘tongue-in-cheek’ food crime concept to life.

Matthew Watson, chief creative officer for Sips & Bites Europe, PepsiCo, said: “A meal without a Pepsi MAX?! A culinary crime of the highest degree, if you ask us.

“So, we hit the streets and chased down some unsuspecting ‘perpetrators’ who forgot to pair their delicious meal with a Pepsi Max. After all, it’s criminal to wash down your meal without an ice-cold refreshing Pepsi MAX, right?!”

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The video advertisement features CCTV and bodycam-style footage from drive-thru orders without a drink to lunchtime snacks that are missing a beverage.

Steven Hind, CMO beverages, UK & I at PepsiCo, said: “Pepsi MAX has always been about maximum taste, and our latest #BetterWithPepsi campaign sees us take that often-overlooked satisfaction to a wealth of tasty meal moments.

“By pairing our iconic bold flavour with some of the UK’s favourite meals, we’re ensuring that total enjoyment is never left off the menu again.”

Additionally, the brand is launching an in-person activation at London Westfield White City between 9 and 22 March.

The campaign was also backed by a giant billboard on 14 March which had the brand’s Patrol squad and offered people passing by free drinks and a slice of pizza.