Pepsi lost its historically ‘normal’ second spot on the international Favourite Cola Brands list last year. Some say it simply didn’t see eternal challenger Dr. Pepper moving up on the inside coming down the home stretch. Now, Pepsi is fighting back…
Industry observers have been waiting anxiously to see what Pepsi would do to win back what the brand considered its ‘rightful’ place on the global Cola preference roster. Historically second only to iconic Coke, followed by plucky challenger Dr. Pepper – a southern favourite – Pepsi had been sort of drafting the leader, and ignoring the traditional ‘show’-spot finisher. Until a mid-year poll showed Dr. Pepper had eclipsed Pepsi in overall sales.
Since then, Pepsi has been showing up in various locations across the Cola market landscape, making punchy but fleeting appearances to remind folks it’s still out there and still kicking. Now, though, it’s holing to land a gut lunch to upstart Dr, Pepper, reviving its ancient but effective Pepsi Challenge head-to-head blind taste test promo.
High-profile launch
The new campaign will kick off with a high-profile launch event at the Super Bowl game. Fans who attend the game are invited to visit a special Pepsi tasting venue – the Pepsi Sips and Chips Quarter – to take the test during the big game. There they can also sample and ‘score’ other PepsiCo brand products including Lays, Doritos and Cheetos snacks.
The ‘Challenge’ continues with pop-up events in 16 major centres across the US, scheduled into March. Fans can also get their own personal Pepsi Challenge ‘kit’. Details are available at the Challenge Website.
‘Challenge’ participants who don’t choose Pepsi as their ‘blind taste test’ favourite can also get a free 20 oz. bottle of Pepsi Zero Sugar. Pepsi says, tongue in cheek, that, “even those with questionable taste deserve a second chance.”
My take
The original Pepsi Challenge premiered 50 years ago this year. Since then – until last fall, anyway – it had been Pepsi and Coke in a generally good-natured head-to-head rivalry atop the Cola ladder. Now that Dr. Pepper has upset the delicate Cola-sector balance of power, though, things have gotten more serious.
It will be intriguing to see just how far Pepsi will eventually go, to put Dr. Pepper back in third place in the eternal Cola race. Maybe even push Coke out of first place, it it can…
I also hasten to note, there couldn’t be a better time in advertising history to revive a classic like the Pepsi Challenge Taste Test. After all, 2025 has already been widely recognised as the Year of ‘Newstalgia’ across the marketing sphere!
~ Maggie J.