PEPSI TASTE CHALLENGE
WHAT:
End-to-end development of a regional campaign
WHOEVER YOU ARE - CHOOSE BY TASTE, CHOOSE PEPSI
When we do something, we truly love, it gives us real joy… but social pressure makes us compromise. In this campaign, Pepsi encourages you to CHOOSE BY TASTE, both when it comes to cola taste & taste in life. Pepsi challenges the default choices and routine of sameness by giving the fizz to CHOOSE BY TASTE. No matter who you are.
Personalized approach with limited edition cans with the segments Gen Z associate themselves makes this campaign even more resonating and creates emotional connection with the brand, while Pepsi taste superiority will give a functional reason to switch to Pepsi.
Personalization mechanics adds variety of choices for the audience and lets measure these choices by collecting data on particular segment via QR code usage.
PHASE 1: INVITATION TO TAKE THE TASTE CHALLENGE
PHASE 2: TASTE CHALLENGE EVENTS
PHASE 3: CELEBRATION
RESULTS
Taste preference: 69% prefer Pepsi over Coke on the national blind tests
Campaign awareness: campaign reached 86% of the target audience, fostering lots of conversations in social
Brand Love: Campaign helped to keep us the momentum on Brand Metrics, helping to grow “Brand Love” by 4pp vs last year
Awards and recognition: Campaign was not only recognized on a local level, but also received international awards such as IDA.
