In 2007, the official marketing website for the product[7] contained an 'odd cast' featuring a spoofed telethon urging viewers to donate yawns and uses the slogan 'WAKE UP PEOPLE'.

[9] In the original ad, a pair of delivery drivers from Coca-Cola and Pepsi began a tentative friendship while listening to "Get Together" by The Youngbloods; in a peacemaking gesture, the two rivals taste each other's soda.

[9] The new ad riffed on the same story, with the drivers this time coming to blows over the then-Pepsi Max at the expense of Coca-Cola's much more popular Coke Zero, with the song "Why Can't We Be Friends?"

The "Max" typeface was changed to appear similar to what is used worldwide, and a distorted blue background borders the Pepsi globe.

[11] Pepsi Max also sponsored Gordon's Hendrick Motorsports teammate Kasey Kahne during the 2013 Cup Series season.

[13] In January 2023, PepsiCo reformulated Pepsi Zero Sugar in the United States to reduce caffeine, remove ginseng and tweak the sweetener system.