Pepsi MAX® Partners With One of the Biggest Music Festivals in the World

Pepsi MAX® is proud to announce an exciting four-year European partnership between its iconic no-sugar cola brand, and one of the biggest and fastest growing music festivals in the world, Tomorrowland.

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For decades music has been a key part of the Pepsi DNA, exciting and unifying fans around a shared passion for music, from creating exciting campaigns and content to bringing fans closer to the globally renowned artists and emerging talent they love.

In a brand first, this summer Pepsi MAX will partner with Tomorrowland to serve as one of the main sponsors of the festival based in Belgium, with more than one million pre-ticket registrations and people travelling to the site from 200 countries. The partnership will open extraordinary opportunities for Pepsi MAX and festival fans, with digital activations and on-the-ground experiences across two weekends in July, 20th to 29th.

Mark Kirkham, Head of Marketing and Innovation, PepsiCo West Europe Beverages said, “Music is in Pepsi MAXs DNA, so we are excited to be announcing our multi-year partnership with Tomorrowland and look forward to having our fans experience it first-hand. Tomorrowland is not only one of greatest festivals in the world, but has one of the largest global fan bases, lending its potential to be one of our most exciting and engaging activations.

About PepsiCo

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2017, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around us. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world enable PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit




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