After most Brits (70%) were found to prefer the taste of Pepsi Max over regular Coca-Cola in a blind taste test last year, Pepsi Max has launched its You Probs Prefer Pepsi campaign.
Kicking off with a TV ad, radio and digital advertising and OOH including a partnership with the London Underground, the campaign will pop up across the UK with catchy creatives featuring daily occurrences that appeal to the masses, with themes including thinking about lunch, someone called Dave, having a bad hair day and missing a train.
Bringing further life to the campaign, Pepsi Max has once again partnered with DJ, rapper, and television personality Big Zuu, known for his famed cheeky personality and bringing together the music and food worlds through his cooking show, Big Zuu’s Big Eats’. Together with the brand, Big Zuu will be heard across the radio waves in a series of voiceovers, through fun and exciting social content and immersive activations. The campaign will continue on throughout the festival circuit, which will include the Pepsi Max Mixology tent featuring specially curated cocktails, and an enhanced viewing tower experience at both Wireless Festival and Reading Music Festival.
Georgina Meddows-Smith, UK marketing director for Pepsi Beverages, said: “We are so excited about the launch of our latest summer campaign, ‘You Probs Prefer Pepsi Max’, which provides a playful look at our incredible Taste Challenge results from 2022. This campaign aims to challenge the perceptions of cola drinkers everywhere, by driving home the UK’s love for the great taste of Pepsi MAX. Shining a light on how popular the taste of credentials are, we hope it makes consumers think twice when they next pick up a no-sugar cola.”.
Originally launched in the 1970s, the challenge encourages people across the UK to participate in a blind taste test, going head-to-head with the UK’s biggest selling full-sugar cola to determine which 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. The Pepsi Max Taste Challenge in 2022 saw over 34,000 consumers participate across the UK.
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