Pepsi Max is putting its taste credentials on the line and going head to head with its biggest selling cola competitor Coca-Cola with the Pepsi Max Taste Challenge.

Originally launched in the 1970s, the Taste Challenge has been refreshed for 2018. The brand is encouraging people to take part in a blind taste test of two sips to decide the better tasting cola between its own Pepsi Max and regular Coca-Cola.

The multi-million-pound campaign, which includes TV, OOH and digital advertising, aims to reach 90% of the total UK population and encourage consumers to re-appraise their cola choices.

The Taste Challenge will be supported with heavyweight experiential activity, giving the nation the chance to take part, with pop-up sampling in 44 locations across the UK. Throughout the summer, 100,000 taste challenges will take place. For full details of the locations, visit www.pepsi.co.uk.

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 (Kantar WPO Take Home Panel Pepsi Max vs Coca-Cola Regular, 52w/e 22.4.18). 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.”