PEPSI Max Top Street Food # 1 - The Soup Nazi

We’re thrilled to launch Pepsi Max Top Street Food, a bold initiative aimed at changing Pepsi’s image and dethroning Coke Diet, while bringing the young urban crowd into the fold through urban culture.

Spotlighting the 50 best street food spots in Israel, we kicked off with Larry Thomas, Seinfeld's iconic Soup Nazi, in a hilarious video directed by Niv Majar. The campaign took over the streets with billboards and generated buzz across major media outlets like Channel 10 News, Guy Pinnes, Israel Hayom, and more. Chef collaborations and a Time Out Tel Aviv cover story sealed the deal, pairing Pepsi Max with the hottest street food in the country.