Pepsi MAX® is calling on consumers to experience the delicious, bold taste of Pepsi MAX this summer. The brand continued to increase its share of the cola category, achieving volume share of 21.2%[1] in the three months to July. Pepsi MAX is putting its taste credentials on the line and going head to head with its biggest selling cola competitor with the Pepsi MAX Taste Challenge.
Originally launched in the 1970s, the famous Pepsi Taste Challenge is back for 2018 in a bold and refreshed way. Pepsi MAX encourages people to take part in a blind taste test of two sips to decide the better tasting cola. The multi-million-pound campaign including TV, OOH and digital advertising, aims to reach 90% of the total UK population and encourage consumers to re-appraise their cola choices.
The Taste Challenge will be supported with heavyweight experiential activity, giving the nation the chance to take part, with pop-up sampling in 44 locations across the UK. Throughout the summer 100,000 taste challenges will take place. For full details of the locations, visit www.pepsi.co.uk.
Bruce Dallas, Marketing Director at Britvic GB, said: “We know that consumers enjoy the taste of Pepsi MAX and that once they’ve tried it, they buy more, more often[2]. This is expected to grow even further with the increased exposure and awareness generated by our Taste Challenge campaign this summer so would recommend customers stock up now.”
Earlier this year, the Pepsi MAX summer of football activity was kicked off with the ‘LOVE IT. LIVE IT. FOOTBALL’ TV advert. The brand also ran an in-store partnership with Walkers to create an occasion-based solution ahead of this year’s summer of sport. The snacking and cola partnership in the grocery channel achieved the brand’s highest ever levels of feature and display in grocery, ultimately driving sales for customers.
For the latest news and advice from Britvic visit: www.sensationaldrinks.com.
[1] Nielsen Scantrack, Total Coverage, Share of Cola, 52w/e 07.07.18
[2] Kantar WPO Take Home Panel Pepsi Max vs Coca-Cola Regular, 52wk data to 22.4.18. Pepsi Max Frequency 11.5 vs Coca Cola Regular.10.9. Volume per buyer Pepsi Max 39.5l vs Coca Cola Regular 32.4l