Pepsi Max is back with a fresh take on its “Thirsty For More” platform, fronted by David Beckham.

The platform promotes the mindset of going after what you love without second-guessing, says the supplier. The campaign film, starring Beckham, champions this message by depicting moments that make life more fun, ending with Beckham delivering the message: “If you love it, it’s never a waste”.

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“Thirsty For More” campaign will be supported by series of activations to amplify the film, which will go live as a 30-second TV spot from early May. A “blue carpet” will be rolled out in unexpected locations across the UK including Cardiff and Liverpool, inviting consumers to “enjoy flexing their unapologetic style”, while the ‘Thirsty for More Challenge’ will offer passers-by the chance to “seize the moment and do something they really want to enjoy”, says the supplier.

Steven Hind, chief marketing officer for beverages, UK&I at Pepsi said: “Our latest campaign empowers people throughout the UK to pursue their passions without any fear of judgement. Thirsty For More is about tuning into what makes you feel alive and enjoying it, unapologetically – and we’re excited to ignite this message nationwide this spring.”

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