[LONDON, FRIDAY 5TH DECEMBER 2025] – Social-first creative and creator agency, NewGen, has partnered with iconic no sugar cola, Pepsi MAX, to launch its new YouTube channel alongside a five-part Christmas series, featuring specialised creators – ‘Pepsi Pioneers’.
The series was born during an ‘away day’ and exemplifies the evolution of building creator and culture, working with Pepsi’s talent ambassadors from strategy to execution. It supports Pepsi’s Global’s ‘It can wait’ Christmas campaign which encourages consumers to put day-to-day tasks on hold and prioritise joy this festive season.
The YouTube series is an amalgamation of Christmas decided by the Gen Z group chat, and features presenters Luke Vernon, Saskia Marriot and singer/rapper Formz, as well as eleven more ambassadors throughout the series. With plenty of chaos, crafts and questionable cooking, the episodes bring a more jester and youthful tone to the festive season, supporting the brand’s overall ‘Thirsty for More’ brand positioning.
The first episode goes live today on the Pepsi MAX YouTube channel, alongside a breadth of social and creator owned content across TikTok and Instagram.
Steven Hind, CMO Pepsico Beverages UK&I said: “This is a hugely exciting moment for us as we build on the amazing success we have had in the social sphere with our ‘Pepsi Pioneers’. Bringing entertaining, relevant content to our Gen Z audience is a key pillar of our brand strategy, and what better time of year than Christmas to launch our Youtube Channel!”
Katy Sumption, Executive Creative Director, NewGen said: “This feels like a pivotal moment for Pepsi MAX as we immerse the brand’s pioneers even further into the executional output, allowing its Gen Z target audience to connect much deeper with the brand. It demonstrates Pepsi MAX’s commitment as a culture-forward brand”
