‘All it takes is a sip’: Reignited taste test challenge continues for Pepsi Max
The Pepsi Max Taste Challenge has returned for a second year in a row, telling consumers that determining the best tasting cola doesn’t require extreme tests, ‘all it takes is a sip’.
Pepsi reinvented the famous 1970s taste test campaign last year, offering consumers the choice between a beverage that can ‘show you how good the truth can taste’ or one that ’causes the story to end’ in a Matrix-style ad.
The new campaign sees people testing out different types of cola through poking, bathing, and sniffing the beverages.
“Building on the success of last year’s campaign, we are excited to bring this program back and empower even more consumers to discover the great taste of Pepsi Max,” said Tiana Handel, senior brand manager for Pepsi Max.
“We look forward to surprising and delighting even more people this summer with our great taste.”
The campaign was created by TBWA and will appear on TV, out-of-home, and digital with the media execution done by PHD.
Creative director Katrina Alvarez-Jarratt said: “It’s easy to overcomplicate the debate, but the only way to settle it is with a simple sip. We lent into the humorous side of the cola wars, dramatising the extreme lengths people will go to determine the best tasting cola.”
PHD planning director, Alex Williams, added: “Following the scale and success of last year’s campaign has been no easy feat. However, it’s been an incredibly exciting process to make this year bigger and better than ever. It’s been a pleasure to work with the cross-agency and client teams in what is an iconic campaign for such a renowned brand.”
The OOH execution can be seen on the Glebe Silos billboard in Sydney.
