You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Pepsi Goes on $55 Million Binge for Diet Max Cola Giant's Largest Investment in a Decade for a New Brand Looks to Awaken Men to the No-Cal Category By Kate Macarthur, Published on June 25, 2007 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.