Pepsi Max Puts Its Taste on the Line Again with New 'Taste Challenge'
For the second year in a row, Pepsi Max is calling on consumers to discover that ‘all it takes is a sip’ to determine the best tasting cola in new multi-media campaign via TBWA\Sydney and PHD.
The campaign encourages consumers to experience the delicious, bold taste of Pepsi Max this summer by putting its taste credentials on the line and going head to head with its biggest selling full sugar cola competitor through the Pepsi Max Taste Challenge. Aussies are encouraged to take part in a blind taste test to decide the better tasting cola.
TBWA looked to the infamous cola wars which have made headlines across the globe for decades, finally putting the argument to rest and proving that all it takes is a simple sip.
Katrina Alvarez-Jarratt, creative director, 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.”
Tiana Handel, senior brand manager, added: “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. We look forward to surprising and delighting even more people this summer with our great taste!”
“Following the scale and success of last year’s campaign has been no easy feat." said Alex Williams, planning director at PHD Australia. "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.”
Activations will take place across the country from the end of November and amplified through TV, OOH (including the Iconic Glebe Silos) and digital advertising, encouraging consumers across all platforms to reappraise their cola choices.
