Pepsi MAX is calling consumers to experience the taste of the soft drink this summer. From 2nd August, the brand is running the Pepsi MAX Taste Challenge in which it will put its taste credentials on the line and go head to head with its biggest selling cola competitor.
Originally launched in the 1970s, the famous Pepsi Taste Challenge is back for 2018 in a bold and refreshed way. Pepsi MAX is encouraging people to take part in a blind taste test of two sips to decide the better tasting cola. The multi-million-pound campaign including TV, OOH and digital advertising, aims to reach 90% of the total UK population and encourage consumers to re-appraise their cola choices.
The Taste Challenge will be supported with heavyweight experiential activity, giving the nation the chance to take part, with pop-up sampling in 44 locations across the UK. Throughout the summer 100,000 taste challenges will take place. For full details of the locations, visit www.pepsi.co.uk.
Bruce Dallas, Marketing Director at Britvic GB, said: “We know that consumers enjoy the taste of Pepsi MAX and that once they’ve tried it, they buy more, more often. This is expected to grow even further with the increased exposure and awareness generated by our Taste Challenge campaign this summer, so would I recommend customers stock up now.”
Earlier this year, the Pepsi MAX summer of football activity was kicked off with the ‘LOVE IT. LIVE IT. FOOTBALL’ TV advert. The brand also ran an in-store partnership with Walkers to create an occasion-based solution ahead of this year’s summer of sport. The snacking and cola partnership in the grocery channel achieved the brand’s highest ever levels of feature and display in grocery, ultimately driving sales for customers.