Pepsi Max has been instrumental in establishing sugar free cola consumption amongst Australian & New Zealand males. In 2009, Pepsi Max became PepsiCo’s 19th billion dollar global mega brand. Historically, it is has been supported with television advertisements featuring the campaign line “Maximum taste, no sugar” as well as targeted promotions like Pepsi Max “Cash or Car” promotion and Pepsi Max “Money or your Mates” together with sponsorship of the Pepsi Max Racing team.