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Global soda brand Pepsi is bringing back one of its most famous campaigns, "The Pepsi Challenge" — this time featuring its Zero Sugar offering.
The brand is confident that its zero-sugar cola tastes better and is more refreshing than its biggest competitor, Coca-Cola, and it’s inviting America to decide for themselves.
The nationwide campaign kicks off in New Orleans during Super Bowl weekend, setting the stage for a high-energy taste test before one of the biggest sporting events of the year.
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Attendees will have the chance to take the challenge at the "Chips and Sips Quarter," where they’ll blindly sample Pepsi Zero Sugar and Coke Zero Sugar.
The participants who choose Pepsi will unlock celebratory moments, prizes and, well... bragging rights.
"The Pepsi Challenge changed the game 50 years ago, and it’s back to do it again," Pepsi Senior Director of Marketing Jenny Danzi said in a statement.
"We’re confident that when people put Pepsi Zero Sugar to the test, they’ll taste the difference. This is about showing the world, one sip at a time, what we already know —that Pepsi Zero Sugar is the best-tasting and most refreshing zero-sugar cola out there," she added.
This revival taps into nostalgia while leveraging experiential marketing to drive consumer engagement in a high-stakes, high-visibility setting.
By integrating real-time consumer participation with a competitive edge, Pepsi strengthens brand loyalty while reinforcing product superiority in the ever-growing zero-sugar market.
Putting the Nation to the Test
Following its New Orleans debut, the Pepsi Challenge will travel across the country, making stops in cities like:
- Las Vegas
- San Francisco
- Los Angeles
- Phoenix
- Houston
- Dallas
- Tampa
- New York.
Millions of people will have the opportunity to take the blind taste test and experience firsthand what Pepsi claims is the superior zero-sugar cola.
As part of the campaign, the soda giant is also offering additional ways for fans to participate.
Challenge takers will receive a free 20oz bottle of Pepsi Zero Sugar, ensuring that even those who don’t pick Pepsi in the test get another chance to enjoy it.
Additionally, fans can enter the sweepstakes for exclusive Pepsi Challenge merchandise and do-it-yourself challenge kits through the brand's website.
The taste test follows a simple process: challengers sample two unmarked cups — one with Pepsi Zero Sugar and one with Coke Zero Sugar — then pick their favorite. Those who choose Pepsi unlock surprise moments and prizes.
The original Pepsi Challenge in the 1970s became a defining moment in the so-called "Cola Wars," proving that consumers preferred Pepsi over Coke.
Now, Pepsi is betting that history will repeat itself — this time with its zero-sugar formula.
With the nationwide campaign rolling out in the coming months, Pepsi's brand marketing strategy doubles down on its claim that taste matters — and it’s inviting the entire country to take the challenge and see for themselves.
Meanwhile, Coca-Cola and Ocean Outdoor previously brought AI-powered virtual snow globes to London’s Piccadilly Lights.
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