# Mind Maze Marketing This Pepsi Max Campaign Promises More Efficient Mental Processing By Amelia Roblin | Published 2011-10-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/pepsi-max-campaign References: [adsoftheworld](http://adsoftheworld.com/media/print/pepsi_max_key) & [bbdo.ru](http://www.bbdo.ru/) It's amazing and incredibly frustrating how difficult it is to recall obvious information when you're tired. This [Pepsi Max](https://www.trendhunter.com/trends/tastes-better-campaign) campaign captures this concept in a pair of illustrated prints, advertising a beverage that guarantees a cognitive awakening. Two of the soft drink's ingredients are caffeine and ginseng, offering a "Wake up!" effect on your brain. To demonstrate the importance of this mental state, the [BBDO](https://www.trendhunter.com/trends/back-rack-hack) advertising agency of Russia paints a picture of a couple scenarios that demand a certain sharpness. The first ad features a man leaning over a woman in his bed as he desperately attempts to remember her name. The second illustrates an urgent attempt to identify a key to an outhouse. Both images in the Pepsi Max campaign have turned the guy's head into a cryptic maze, denoting his difficulty in jogging his memory. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 42% | Activity: 59% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Mental Endurance Marketing:** The trend to offer products that promise cognitive alertness and mental endurance such as energy drinks, supplements, and brain-training apps. - **Gamification Advertising:** The trend to use gamification techniques to create immersive and engaging advertising experiences that people are more likely to remember. - **Illustrated Storytelling Advertising:** The trend to use vivid and attractive illustrations to convey complex marketing messages that resonate with consumers. ### Who This Affects Most - **Beverage Manufacturing:** The beverage manufacturing industry can innovate by developing drinks containing natural ingredients that have caffeine and ginseng-like effects to boost mental and cognitive functions. - **Advertising and Marketing:** The advertising and marketing industry can innovate by incorporating gamification techniques to create engaging and unforgettable advertising campaigns. - **Animation Design:** The animation design industry can innovate by creating illustrated and animated ads that vividly tell stories and evoke strong emotions in people. ## Related on Trend Hunter - [Tongue-In-Cheek Soda Campaigns](https://www.trendhunter.com/trends/tastes-better-campaign.md) - [AI-Integrated Soda Campaigns](https://www.trendhunter.com/trends/pepsi-the-sweetest-campaign.md) - [Bizarre Soda Campaigns](https://www.trendhunter.com/trends/try-more-weird.md) - [Soccer Star-Fronted Soda Campaigns](https://www.trendhunter.com/trends/thirsty-for-more-campaign.md) - [Cleverly-Disguised Fountain Cups](https://www.trendhunter.com/trends/undercover-cups.md) - [Influencer-Led Soda Campaigns](https://www.trendhunter.com/trends/bring-out-the-flavour-campaign.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Self-Discovery Soda Ads](https://www.trendhunter.com/trends/pepsi-the-choice.md) - [Football-Focused Sofa Campaigns](https://www.trendhunter.com/trends/refresh-the-game-campaign.md)