- Elaine Wong

PepsiCo is taking its zero-calorie drink, Pepsi Max, on a 10-week nationwide tour beginning this week.

A trailer, called “Fantasy World,” consists of an “ultimate” basement and backyard lounge where guests can enjoy beverage samples, a round of poker and sports programming. The effort, via New York social marketing agency Mr Youth, targets males ages 25 to 39 at music festivals, nightclubs and car shows.

Doug Akin, managing partner of brand development at Mr Youth, said the tour aims to not only engage consumers with the brand, but to “drive word-of-mouth conversations following each event.”

Introduced as Diet Pepsi Max in the U.S. in 2007, the carbonated drink contains zero calories and no sugar. Market research firm Information Resources has ranked the beverage as one of the top new food and beverage introductions in 2008. The brand recorded $60.9 million in first-year sales, per IRI. (Data does not include Wal-Mart.) According to Nielsen, PepsiCo spent $8 million advertising Pepsi Max through March, and $48 million last year, excluding online.

Joe Jordan, senior marketing manager for Pepsi said: “Everything we do as a brand is about helping guys be guys without compromise and in the fun, lighthearted way they would expect from Pepsi.”