# Gruesome Soft Drink Marketing Pepsi Max ‘Lonely Calorie' Ads By Elsa Blaine | Published 2008-12-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/controversial-soft-drink-ads-pepsi-max-lonely-calorie-campaign References: [frederiksamuel](http://www.frederiksamuel.com/blog/2008/12/pepsi-max.html) & [nytimes](http://www.nytimes.com/2008/11/18/business/media/18adco.html?hp) Pepsi [Max](https://www.trendhunter.com/trends/sodastream-and-pepsi) has launched this macabre campaign consisting of three images in which a blue calorie blob is trying to off himself. In one picture, he is hanging himself with a rope with a gun aimed at his head. In the second picture he is driving into the ground on a missile while precariously holding a razor, and in the final one, he is trying to cause an end-it-all explosion. Pepsi Max has “One Very Lonely Calorie” on its hands. However, this may not be their only problem. According to an article in the NY Times on November 17, 2008, [PepsiCo](https://www.trendhunter.com/trends/bring-out-the-flavour-campaign) is cutting the company’s ties with long time ad agency [BBDO](https://www.trendhunter.com/trends/accessible-customer-service). Apparently it was, “one of the longest running relationships in advertising.” However, the article noted the agency would remain on board for the Pepsi Max brand. As for the 'Lonely Calorie' ad, credit has been given to the BBDO Düsseldorfad agency on every site I have seen the gruesome campaign images on. I suspect there may be more to this story. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 53% | Activity: 55% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Dark Marketing Campaigns:** Opportunity to explore edgy and controversial marketing campaigns to generate attention and brand awareness. - **Branding Disruptions:** Opportunity to reevaluate and realign brand messaging and strategy to avoid negative associations or consumer backlash. - **Advertising Agency Partnerships:** Opportunity for companies to reassess and potentially change their advertising agency partners to ensure better brand representation and creative direction. ### Sectors Adopting This - **Beverage Manufacturing:** Opportunity for beverage companies to create unique marketing campaigns that break away from traditional norms and establish a distinct brand identity. - **Advertising and Marketing:** Opportunity for advertising agencies to provide innovative and boundary-pushing campaigns that grab attention and differentiate their clients from competitors. - **Brand Management:** Opportunity for brand managers to carefully select and manage brand messaging and creative executions in order to maintain a positive brand image and consumer perception. ## Related on Trend Hunter - [Tongue-In-Cheek Soda Campaigns](https://www.trendhunter.com/trends/tastes-better-campaign.md) - [Bizarre Soda Campaigns](https://www.trendhunter.com/trends/try-more-weird.md) - [Fruit-Forward Sugar-Free Colas](https://www.trendhunter.com/trends/pepsi-max-tropical.md) - [Influencer-Led Soda Campaigns](https://www.trendhunter.com/trends/bring-out-the-flavour-campaign.md) - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [AI-Integrated Soda Campaigns](https://www.trendhunter.com/trends/pepsi-the-sweetest-campaign.md) - [Fruit-Forward Zero-Sugar Sodas](https://www.trendhunter.com/trends/pepsi-max-mango.md) - [Rebranded Offbeat Sodas](https://www.trendhunter.com/trends/dr-pepper-rebranding.md) - [Soccer Star-Fronted Soda Campaigns](https://www.trendhunter.com/trends/thirsty-for-more-campaign.md)