Pepsi Max brings back its Taste Challenge for a second year in a row

30 November 2020

Creative Agency: TBWA Sydney
Media Agency: PHD Network

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The multi-media campaign came to life with TBWA Sydney and PHD Australia.

Pepsi Max is calling on consumers to discover that ‘all it takes is a sip’ to determine the best tasting cola for the second year in a row.

The multi-media campaign encourages consumers to experience the delicious, bold taste of Pepsi Max this summer by putting its taste credentials on the line and going head to head with its biggest selling full sugar cola competitor through the Pepsi Max Taste Challenge.

Aussies are encouraged to take part in a blind taste test to decide the better tasting cola.

“Building on the success of last year’s campaign, we are excited to bring this program back and empower even more consumers to discover the great taste of Pepsi Max," Pepsi Max senior brand manager Tiana Handel says.

"We look forward to surprising and delighting even more people this summer with our great taste!”

TBWA looked to the infamous cola wars which have made headlines across the globe for decades, finally putting the argument to rest and proving that all it takes is a simple sip.

“It’s easy to overcomplicate the debate, but the only way to settle it is with a simple sip," TBWA Sydney creative director Katrina Alvarez-Jarratt says.

"We lent into the humorous side of the cola wars, dramatising the extreme lengths people will go to determine the best tasting cola."

PHD Australia handled all the media for the campaign.

“Following the scale and success of last year’s campaign has been no easy feat," PHD Australia planning director Alex Williams says.

"However, it's been an incredibly exciting process to make this year bigger and better than ever. It’s been a pleasure to work with the cross-agency and client teams in what is an iconic campaign for such a renowned brand.”

Activations will take place across the country from the end of November and amplified through TV, OOH including the Iconic Glebe Silos, and digital advertising, encouraging consumers across all platforms to reappraise their cola choices.

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