This August and September, Pepsi MAX is calling on people to put the great taste of Pepsi MAX to the test by going head-to-head with the GB’s biggest-selling full-sugar cola in its national Pepsi MAX Taste Challenge.
Originally launched in the 1970s, the challenge encourages people across Great Britain to participate in a blind taste test to determine which of the two colas 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. In 2019, the Pepsi MAX Taste Challenge saw 65 per cent of Great Britain prefer the taste of Pepsi MAX.
“We are so excited to be back with our Pepsi MAX Taste Challenge,” said Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages. “We know that people love the great taste of Pepsi MAX when they try it. By asking people to take part, we are challenging their cola preconceptions and ultimately hope to win them over as Pepsi MAX lovers. 2019 was a huge success, with more than six in ten people in GB preferring the taste of Pepsi MAX.”
The Taste Challenge will be supported by a full above- and below-the-line campaign, including a TVC, cinema, OOH, shopper and digital advertising. This includes launching its “POPFIZZAHH” campaign material for the first half of H2. The media play features British multi-hyphenate artist and comedian Michael Dapaah, who brings the Pepsi ritual to life through onomatopoeic sounds, perfectly capturing the playful energy and delicious taste of Pepsi MAX. This is supported by creative OOH activity which sees a mix of bannering and DEP advertising in key locations across the country, including Bristol, London and Leeds.
The eight-week roadshow will tour Great Britain, with over 30,000 taste challenges expected to take place across the country. For full location details, visit https://pepsi.co.uk/taste-challenge-2022.
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