Pepsi Taste Challenge

Task

To encourage the audience to take part in the Pepsi Taste Challenge

Context

The Pepsi Taste Challenge was launched in 1976 and remains one of Pepsi’s key communication platforms worldwide.

The core idea of the PTC is to invite people to participate in a blind taste test within the cola category and choose the drink they like the most — based purely on taste, not on the label.

Idea

To attract people to the Pepsi Taste Challenge using TV, digital platforms,

key visuals (KV) and popular celebrities, and after the challenge is completed,

to communicate the results through the same communication channels.

Results

A total of 18,000 people took part in the taste battle.
Pepsi won, receiving 59% of the votes.