Pepsi MAX launches new zero-sugar campaign

Pepsi MAX has launched its new campaign, “You Probs Prefer Pepsi” off the back of its successful 2022 Pepsi MAX Taste Challenge results. After revealing that nearly three quarters of the UK prefer the taste of Pepsi MAX compared to the UK’s biggest selling full-sugar cola in a blind taste test, the campaign celebrates the copious number of those who prefer Pepsi MAX across the country. “Whether you’re a table full of mates at a chicken shop, a uni class full of fashion students, or a Sunday league footy team, if 70 per cent of the UK prefers the taste of Pepsi MAX, the probability is that you’ll prefer the taste of Pepsi MAX too,” said the company.

Kicking off with a TVC, radio and digital advertising and OOH including a partnership with the London Underground, the “You Probs Prefer Pepsi MAX” campaign will pop up across the UK with creatives featuring daily occurrences with mass appeal: “If you’re someone already thinking about lunch, someone called Dave, having a bad hair day or just missed a train, there’ll be an OOH that speaks to you.”

Bringing further life to the campaign, Pepsi MAX has once again partnered with DJ, rapper, and television personality Big Zuu, known for his famed cheeky personality and bringing together the music and food worlds through his cooking show, “Big Zuu’s Big Eats”. Together with the brand, Big Zuu will be heard across the radio waves in a series of voiceovers, through social content and immersive activations. The campaign will continue on throughout the Festival circuit, which will include the Pepsi MAX Mixology tent featuring specially curated Pepsi MAX cocktails, and an enhanced viewing tower experience at both Wireless Festival and Reading Music Festival.

“We are so excited about the launch of our latest summer campaign, ‘You Probs Prefer Pepsi MAX’, which provides a playful look at our incredible Taste Challenge results from 2022,” said Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages. “This campaign aims to challenge the perceptions of cola drinkers everywhere, by driving home the UK’s love for the great taste of Pepsi MAX. Shining a light on how popular the taste of credentials are, we hope it makes consumers think twice when they next pick up a no-sugar cola.”

Originally launched in the 1970s, the challenge encourages people across the UK to participate in a blind taste test, going head-to-head with the UK’s biggest selling full-sugar cola* to determine which they like best. Participants are given two glasses of unbranded, chilled cola and asked for their verdict, with the results then tallied from across the country. The Pepsi MAX Taste Challenge in 2022 saw over 34,000 consumers participate across the UK.

*Pepsi MAX Taste Challenge carried out in 2022. Blind sampling with consumers at 38 locations across the UK between 03.08.22 and 04.10.22 conducted by iD Limited, N20 & Insights Marketing on behalf of Britvic Soft Drinks Limited. 34,322 consumers blind sampled both Pepsi MAX and Coca-Cola Regular during the Taste Challenge. 24,296 preferred the taste of Pepsi Max to the UK’s biggest selling full sugar cola (Coca-Cola Regular is the UK’s biggest selling cola based on Nielsen value sales dated WE 24th September 2022 TY).