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We gave the All Blacks a no sugar-coat coaching session

Our Challenge: How can we help Pepsi promote its max-taste, no-sugar drink using the All Blacks, at a time when the market is cluttered with Rugby World Cup sponsorship activity?

Our Story: Meet the new faces of the All Blacks performance review. To show Pepsi Max has maximum taste, with none of the sugar, we enlisted the help of a group of characters don’t like to sugar-coat anything – grannies.

Their honest reviews took the players off guard, and made up a series of entertaining videos, including a hero 30” and supporting 6”, that run across social media in the lead up to the big tournament.

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