PEPSICO has revived its Pepsi Max Taste Challenge, taking on the ‘biggest selling full-sugar cola’ in the process.
Launched last month and continuing through September, the taste challenge invites consumers to compare colas through a taste test. PepsiCo expects over 30,000 consumers will have taken part in its taste test at the end of its eight-week tour of Great Britain.
First launched in the late 1970s, PepsiCo’s taste test campaign has yielded positive results for the brand.
In 2019, the firm reported that 65% of British consumers prefer the taste of Pepsi Max to its biggest selling competitor.
Full results from this year’s tests are not available as yet, but the campaign’s wider presence can be seen across media channels thanks to a major marketing blitz for Pepsi Max.
The Taste Challenge is being supported through TV, cinema, digital and outdoor advertising.
Georgina Meddows-Smith, UK marketing director for Pepsi Beverages, said: “We are so excited to be back with our Pepsi Max Taste Challenge.
“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.”
