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Fanta, a brand of The Coca-Cola Co., Atlanta, is creating a more playful experience for consumers with its “Less Serious” campaign. To capture Fanta’s diverse consumer group, “Less Serious” will be rolled out with a flexible approach that allows each market to choose from three marketing focuses.

Pepsi Max, a product of PepsiCo, Purchase, N.Y., partnered with companies in the technology and music industries to create innovative experiences for attendees of last month’s South by Southwest festival in Austin, Texas.

Heineken and Coca-Cola support sports and more marketing-related news.

New agreements for Pepsi and promotions for Folgers, Absolut and more.

New programs announced for DPS’ Sun Drop soda, Celestial Seasonings’ Sleepytime Bear and more.

Smirnoff and Pepsi Max tempt consumers based on taste, Coca-Cola launches Million Point Giveaway, Van Gogh vodka and Corona Light reach out to specific demographics.