Pepsi resumes Ultimate Taste Challenge promotion
PepsiCo Beverages Canada of Mississauga has resumed its "Pepsi Ultimate Taste Challenge" promotion first introduced in 1976. The initiative consists of a traveling sampling program during which consumers are invited to taste samples of Pepsi and Coca-Cola and choose which they prefer. The new promotion, supporting the company's Pepsi, Diet Pepsi and Pepsi Max beverage brands, will make use of a branded truck that will visit approximately 1,000 locations nationally during the summer. The installation will also feature a 40-inch high-definition multi-touch display screen from Samsung that will allow six consumers to participate in the challenge at the same time. The company expects the program to reach approximately 1.5 million Canadians. Results from the challenges will be displayed in the form of an infographic on the brand's Facebook page. The promotion also includes an online contest through which entrants can win weekly consumer electronics prizes or the grand prize of $5,000. "Canadians love programs that allow them to experience brands in unexpected and entertaining ways," said Robb Hadley, director of marketing at PepsiCo Beverages Canada. "Every few years we bring the Pepsi Taste Challenge in and out of the marketplace, always adding new elements to keep it fun, fresh and exciting. Pepsi has always been about taste, and given the choice, results of prior taste challenges consistently revealed that a majority of Canadians preferred the taste of Pepsi over Coca-Cola. We are excited to be back with leading edge technology and an increased accessibility that will offer consumers one of the most memorable taste challenges yet." The program will be supported with two 30-second television commercials, developed by BBDO Toronto, that will break on May 20. The first ad, called "Earl 2.0," depicts a Coca-Cola truck driver stranded at the side of the road. He gets picked up by the Pepsi Ultimate Taste Challenge truck and samples a Pepsi, after which he gets a Pepsi tattoo.