Since debuting its latest series of advertisements, Pepsi Max might want to consider renaming itself Pepsi Maximum Controversy.
Pepsi Max, a one-calorie drink alternative to Pepsi and Diet Pepsi sodas, collaborated with agency BBDO Dusseldorf to release a new set of print ads that depict a single, lonesome calorie committing suicide, often in violent ways. They include scenes that involve hanging, a gunshot, poison, and slitting of the wrists. The tagline: "Pepsi Max. One very lonely calorie."
Since its reveal, this contentious campaign has already been picked apart by news sources, blogs, and message boards, many of which are encouraging Pepsi to pull the ads.
Do you think it should be pulled? Are these edgy ads that push the marketing envelope, or is it a tasteless, insensitive campaign that pokes fun at a grave subject?