Pepsi MAX is doubling down on creator-led entertainment this festive season, teaming up with social-first agency NewGen to launch a brand new YouTube channel – and a five-part Christmas series to go with it.
Pepsi MAX is stepping deeper into creator-led entertainment this festive season with The Pepsi MAX Mansion — a new five-part Christmas series created in partnership with social-first agency NewGen, launching today alongside the brand’s brand-new YouTube channel.
The series brings together Pepsi’s growing roster of Pepsi Pioneers – specialised creators who work with the brand year-round — and drops them into a Christmas experience shaped entirely by Gen Z humour and group-chat energy. Across the five episodes, viewers can expect:
• festive challenges
• chaotic crafts
• questionable cooking
• and a revolving cast of 14 creator ambassadors
This launch marks a continuation of Pepsi MAX’s ‘Thirsty for More’ brand positioning, bringing a faster, funnier, more culturally plugged-in energy to its social presence. The goal? Entertainment first, advertising second — and a deeper connection with Gen Z audiences who have little patience for traditional brand playbooks.
Steven Hind, CMO at PepsiCo Beverages UK&I, called it “a hugely exciting moment” for the brand: “Bringing entertaining, relevant content to our Gen Z audience is a key pillar of our strategy, and what better time of year than Christmas to launch our YouTube channel!”
For NewGen, it’s a chance to show what happens when creators are embedded at every stage, not just cast at the end. Executive Creative Director Katy Sumption described it as “a pivotal moment” — one that reflects Pepsi MAX’s investment in culture-forward storytelling and talent.
The first episode of The Pepsi MAX Mansion is live now on the Pepsi MAX YouTube channel, supported by a wave of TikTok and Instagram content across creator-owned and brand platforms.
As more major brands shift their social budgets into entertainment and influencer-led formats, this launch feels like another signal: the Christmas ad isn’t disappearing — but it is getting a creator-economy makeover.
