Will Many Retailers Participate in Britvic’s Pepsi MAX Competition?

To mark Pepsi’s rebrand rolling out globally this year, U.K.-based soft drinks producer Britvic is launching a Pepsi MAX Thirsty for More contest aimed at driving engagement with partner convenience retailers first before reaching out to customers.

Pepsi’s rebrand was introduced in North America in 2023. Britvic has been making and selling Pepsi in Great Britain since 1987 and in Ireland since 2007.

“Playing into the brand’s new strapline, Thirsty for More, the competition will reward ambitious retailers who want to lead by example and work tirelessly to stand out from the crowd,” Britvic said in a statement.

Retailers are encouraged to submit a short description (one or two sentences) of why they need help with their soft drinks range. Five winners will be anonymously selected based on the answers, receiving a £250 ($316) cash prize, plus an exclusive Pepsi jumper and T-shirt.

One of the winners will receive a one-to-one visit from a member of Britvic’s category team, as well as a bespoke planogram for their store based on electronic POS data provided.

Britvic said the competition is “worthwhile for any retailers looking to encourage cola sales with the help of Pepsi.” The distributor noted that cola is the number one soft drink category and touted of benefits of capitalizing on Pepsi’s rebrand.

Britvic also noted that Pepsi MAX, a low-calorie, sugar-free cola launched in 1993, has strong “cultural ties to music, social occasions, and football,” presenting opportunities to drive relevance with and recruit younger consumers into the cola category.

“Recognizing and giving back to the retailing community remains a key priority for us as a business,” said Ben Parker, Britvic’s retail commercial director in Great Britain. “Our Pepsi MAX Thirsty for More competition is a fantastic opportunity for those who want to lead by example to receive our help in growing their soft drinks sales.”

Britvic’s Pepsi MAX c-store competition represents a twist on traditional retail contests, which generally involve a brand offering prizes to support an in-store selling contest among retail associates.

C-store wholesale distributor S. Abraham & Sons (SAS), pet toy maker Huxley & Kent, and The National Watermelon Promotion Board have all held contests with retailers recognizing in-store displays. Walmart, REI, and Whole Foods are among retailers known for their “Supplier of the Year” programs.