The Pepsi Challenge Returns with a New Look

Fifty years ago, Pepsi launched The Pepsi Challenge, inviting Americans to blind taste-test Pepsi against its largest cola competitor. Pepsi emerged the victor, and left behind shockwaves in the beverage marketing space.

Five decades later, Pepsi is reviving the challenge for a new generation – and this time, with Pepsi Zero Sugar. The soft drink is going on a nationwide tour, beginning March 27th and running through October, giving over a million consumers the opportunity to let their tastebuds decide which sugar-free soda is best.

Aiming to resonate with the older generations who watched the original challenge on TV, as well as connect with the new-yet-nostalgic customers, PepsiCo Design & Innovation worked to create a visual identity for the throwback campaign that offers a wink to the past but with a contemporary feel.

The team brought back the angled logo and quirky, condensed style of the 1970s typeface, as well as designing a custom wordmark inspired by traditional music tour promo material. The typographic system is built around the Owners font by MCKL, which Pepsi uses in its own visual identity.

“We created something that recaptures the fun and energy of the original campaign and invites people of all generations to engage with the brand,” said Trey Veal, senior manager of design at Pepsi. “We emulate key elements of the original 1970s design, but updated it with our current brand marks, vibrant colour palette and ownable typeface. We're excited to see the look and feel come to life digitally and physically on tour this year.”

This vibrant colour palette involved a deviation from the original ‘70s scheme, which used a lot of yellow. Instead of playing on more nostalgia, the team centred the electric Pepsi blue from the 2023 rebrand, and the black that represents Pepsi Zero Sugar.

“Since we redesigned Pepsi in 2023, the visual identity has been the backdrop of some of the world’s biggest cultural moments and our customer’s most treasured memories,” said Rob Salit, senior director of design at Pepsi. “Pepsi has always had a challenger mindset, and the Pepsi Challenge illustrates how this bold visual identity can transform any occasion into a celebration.”

For those who want to participate in the new Pepsi Challenge blind taste test at home, the team also developed a blind taste test kit. The branded box conceals two cans of cola, mimicking the mystery of the in-person experience.

Tour locations and dates can be found here.​