PEPSI MAX ELECTRIC POP UP - SPECIAL PR X GENTIFIED EVENTS
Challenge
Creative Hire partnered with Gentified Events to deliver a bold and visually striking retail pop-up for Pepsi Max Electric, a new cola flavour with a zesty citrus twist.
The activation took place in Pitt Street Mall, Sydney, one of Australia’s most high-traffic retail precincts, and needed to capture the attention of thousands of passers-by across a two-day campaign (4–5 April 2025). Pepsi was launching this new product with the goal of creating immediate brand impact, energy, and consumer engagement in a prime urban setting.
The build had to reflect the electric theme of the new product, incorporate Pepsi’s visual identity, and include vibrant lighting elements while remaining sustainable and efficient to install.
With a short turnaround and limited access time, Creative Hire needed to manage the project from concept through to completion, ensuring a seamless experience for both the client and agency partner.
Client | SPECIAL PR X GENTIFIED EVENTS |
|---|---|
Service | EVENTS |
Venues | PITT ST MALL |
Date | APRIL 2025 |
Solution
To bring the Pepsi Max Electric brand to life, Creative Hire delivered a sleek and eye-catching pop-up using our beMatrix frame system—a reusable, modular solution certified as a climate partner. The frame provided the perfect structure for a high-impact, short-term activation in a busy city location.
The stand was clad in KAPA®plast graphics, a lightweight polyurethane foam board with a high-quality white finish and plastic-coated liners. As a PVC-free, fully recyclable material, KAPA®plast aligned with the brand’s sustainability goals while also offering excellent stiffness, durability, and print clarity—ideal for retail pop-ups and outdoor visibility.
To amplify the “electric” theme of the new flavour, Creative Hire incorporated five client-supplied neon signs, carefully mounted to complement the overall design and lighting scheme. LED rope lighting was used to trace the edges of the frame, creating a soft, glowing outline that enhanced visibility and drew attention from a distance. Custom joinery elements were also integrated into the build, supporting the signage and lighting while maintaining a clean, contemporary aesthetic that aligned with the brand’s bold identity.
All elements were installed efficiently on-site to meet strict bump-in and bump-out schedules associated with Pitt Street Mall activations. Creative Hire worked closely with Gentified Events to ensure every design detail aligned with the campaign’s bold visual identity.
Result
The Pepsi Max Electric pop-up activation delivered strong brand visibility in one of Sydney’s busiest shopping zones, drawing attention from thousands of pedestrians and city workers over the two-day activation.
Creative Hire successfully delivered a sleek, sustainable structure that embodied the vibrant new flavour and the high-energy tone of the campaign. The activation showcased how thoughtful material choices and precise execution can deliver maximum visual impact while meeting tight timelines and environmental standards.
The collaborative partnership between Creative Hire and Gentified Events resulted in a powerful brand moment for Pepsi—proving once again our ability to deliver bold, on-brand retail experiences in fast-paced urban environments.
