Pepsi Max is giving the classic ‘Taste Challenge’ a refresh.

The new promotion is calling on consumers to ‘sip outside their comfort zone’ –  and puts the sugar-free drink head to head with its biggest selling full sugar cola competitor through the Pepsi Max Taste Challenge.

Pepsi Max will encourage Aussies to take part in a blind taste test of two sips to decide the better-tasting cola with activations across the country from 4 November to end of January. The activations are supported with a campaign that amplifies through TV, OOH and digital advertising, encouraging consumers to reappraise their cola choices.

Originally launched in the 1970s, TBWA was challenged to refresh, localise and launch the campaign to ask Aussies to reappraise their cola choices and think again. TBWA’s creative depicts the ultimate choice – one of either predictable comfort or one which dares drinkers to be bold.

“The iconic ‘Taste Challenge’ is part of Pepsi’s heritage. The latest campaign in this global series issues the challenge to Australians in an interesting and humorous way, reminding them that flavour favours the bold,” said TBWA creative director Katrina Alvarez-Jarratt.

“The Taste Challenge has been a huge success with consumers in other countries around the world and now Australian consumers have the opportunity to take part. We look forward to seeing if we can convert even more people with our great taste,” said Pepsi Australia marketing manager – CSDs Carolyn Baveystock.

CREDITS

Client: PepsiCo

Creative: TBWA Sydney

Production company: BOLT

Director – Leo Woodhead

Producer – Lauren Reilly

DOP – Ian McCarroll

Editorial – Lucas Baynes, Arc Edit

Post Production – Alt FX

Sound Design – Beau Silvester

Music supervision – Anton, Trailer Media

Media: PHD Australia

Activation: Conversion Live