Pepsi MAX will put its taste credentials on the line this summer as its Taste roadshow tours Great Britain once again.
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 Britain'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% of Great Britain prefer the taste of Pepsi MAX to Great Britain’s biggest selling competitor cola*.
Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages, commented: “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. 2019 was a huge success, with more than six in ten people in Great Britain preferring the taste of Pepsi MAX*.”
The Taste Challenge will be supported by a full above and below-the-line campaign, including a television commercial, cinema, out of home, shopper and digital advertising. This includes launching its ‘POPFIZZAHH’ campaign material for the first half of H2. The exciting 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 out of home activity which sees a mix of bannering and digital escalator panels 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. Full location details are available on the Pepsi website.
In 2020, Britvic announced a new and exclusive 20-year franchise bottling agreement with PepsiCo for the production, distribution, marketing and sales of its carbonated soft drink brands – including Pepsi, 7UP and Mountain Dew – in Great Britain.
*Nielsen value sales data WE 26th June 2022 MAT TY
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