Pepsi Max reshapes OOH to launch its new ‘Manta’ bottle

Pepsi Max has unveiled an innovative OOH campaign to introduce its redesigned ‘Manta’ bottle, with custom-built billboard frames engineered to replicate the bottle’s distinctive cinched silhouette. 

Created by Revolution360, the campaign moves beyond conventional billboard executions by redesigning the physical advertising structure itself. Instead of displaying the new bottle within a standard rectangular frame, specially fabricated ‘Cinch Frames’ mirror the unique contours of the new Pepsi Max bottle, seamlessly blending the creative with the medium. 

The execution required extensive engineering, with each frame custom fabricated over a five-week period. Rather than relying on conventional straight steel sections, specialist welders carefully shaped every frame to recreate the bottle’s signature curves while ensuring the structures met the strength and durability required for outdoor installations. 

The campaign has been rolled out across five custom-built sites spanning Melbourne, Sydney and Brisbane, with installations located in Melbourne CBD, Southbank, Fortitude Valley, Randwick and Chatswood.