Pepsi Max Taste Challenge Returns Bigger and Better for 2023

Pepsi MAX is calling on the people of the United Kingdom to make their opinion heard, weighing in on the best tasting cola for yet another year. Going head-to-head with the UK’s biggest selling full-sugar cola, Pepsi MAX will be put to the ultimate test with more participants than ever in the national Pepsi MAX Taste Challenge.

First launched in the 1970s, the Challenge encourages people across the UK to participate in a blind taste test to determine which of the two colas 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. In 2022 after a two-year hiatus, the Pepsi MAX Taste Challenge saw 70% of the UK prefer the taste of Pepsi MAX to the UK’s biggest selling competitor cola. This year, the Challenge will be brought to the biggest number of participants ever, further showcasing that the UK population prefer the taste of Pepsi MAX. 

Neil Ronson, senior marketing manager Pepsi MAX commented, “We are thrilled to be bringing the Pepsi MAX Taste Challenge back for another year, after its successful return in 2022 that proved 70% of the UK prefer the taste of Pepsi MAX. We know that people love the great taste of Pepsi MAX when they try it and look forward to providing even more of the UK with the opportunity to weigh in on the Taste Challenge this year. Challenging cola preconceptions, we ultimately hope to prove that when given the chance, you’ll probs prefer the taste of Pepsi MAX.”

The Taste Challenge forms an extension of the ‘You Probs Prefer Pepsi MAX’ campaign that launched earlier this year. With a TVC, radio and digital advertising and OOH including a partnership with the London Underground, the ‘You Probs Prefer Pepsi MAX’ campaign took hold of the UK with catchy creatives featuring daily occurrences that appeal to the masses, just like Pepsi MAX. If you’re someone already thinking about lunch, someone called Dave, having a bad hair day or just missed a train, an OOH that speaks to you. 

The eight-week roadshow will tour the United Kingdom, with almost 40,000 taste challenges expected to take place across the country. For full location details, visit here.