Media: The Pepsi Max World Challenge is launched

Pepsi is making its largest investment in branded content with the launch of The Pepsi Max World Challenge. The programme will run in Channel 4's T4 strand in the run-up to next year's football World Cup. The venture, which features 24 teenagers from 12 countries taking on football challenges, has a budget of £4 million and will run in 12 countries.

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