Pepsi Challenges Coke in Its Hometown, Raises Stakes for Brand Activations

Pepsi is taking its rivalry with Coke to the streets of Atlanta, literally.

This week, the soda giant is setting up a multi-day live taste test across multiple city hotspots.

It dares locals to decide which drink they prefer: Pepsi Zero Sugar or Coke Zero Sugar.

The move marks a bold continuation of the revived “Pepsi Challenge,” now celebrating its 50th year.

The taste tests, which kicked off earlier this year in other cities, have seen a 25% increase in Pepsi Zero Sugar purchases compared to last year.

Now, the brand is heading into enemy territory to see if those numbers hold up in the heart of Coca-Cola country.

The Atlanta leg of the Pepsi Challenge will hit several high-traffic locations, including:

• The Interlock: May 8 to 10
• Colony Square: May 9
• Chastain Art Fest: May 10
• Park Tavern: May 10 to 11

Anyone who participates gets a free 20-oz bottle of Pepsi Zero Sugar — no matter which cola they pick.

The soda giant is also taking the challenge digital.

Starting May 8, 12 p.m. ET, TikTok users can claim a free at-home taste test kit by purchasing two 10-packs of Pepsi Zero Sugar Mini Cans, while supplies last.

As legacy brands push to stay relevant, bold on-ground activations like this demonstrate the value of marketing that consumers can experience firsthand.

It's an area where top experiential marketing agencies can thrive by delivering campaigns that combine social reach with real-world interaction.

This also opens new ground for agencies in field marketing, content production, and event strategy to pitch integrated, cross-channel executions.

Taste, Decide, Repeat

At the core of the challenge is a simple but classic concept: the famous blind taste test.

Participants are handed two unmarked cups, one with Pepsi Zero Sugar, one with Coke Zero Sugar. 

They're then asked to decide which one tastes better.

Their choice triggers a short celebratory moment, especially if Pepsi wins out.

But even if they choose the competitor, they still get a free drink for participating. And that's on Pepsi for being a great sport.

To build even more excitement, a branded Pepsi vehicle will be making surprise pop-up stops throughout the city, handing out free samples on the go.

While the test itself is straightforward, the campaign is part of a wider strategy to challenge perceptions and drive trial for Pepsi’s zero-sugar variant.

And doing it in Atlanta, where Coca-Cola is not just a brand but a cultural institution, is a clear signal of confidence. 

With a full-scale rollout planned through October, Pepsi is betting big on face-to-face customer engagement to drive product preference.

Meanwhile, fellow PepsiCo brand Mountain Dew recently rebranded, introducing a bold new look alongside a multi-channel campaign.