Pepsi Max is putting its taste credentials on the line and going head to head with its biggest-selling cola competitor with the Pepsi Max Taste Challenge.
Originally launched in the 1970s, the Pepsi Taste Challenge encourages the public to take part in a blind taste test of two sips to decide the better-tasting cola.
The multi-million-pound campaign includes TV, out-of-home and digital advertising. It aims to reach 90% of the total UK population.
The challenge will take place at 44 pop-up sampling locations across the UK, with 100,000 consumers expected to participate.
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 recommend customers stock up now.”