Pepsi Max has launched a campaign ‘You Probs Prefer Pepsi Max’ off the back of its 2022 Pepsi Max Taste Challenge results, which found, in a blind taste test, that almost three quarters of the UK prefer the taste of Pepsi Max compared to the UK’s biggest selling full-sugar cola. (Blind sampling was carried out among 34,322 consumers at 38 locations across the UK between 3 August and 4 October, 2022 by iD Limited, N20 and Insights Marketing on behalf of Britvic Soft Drinks. 34,322. 24,296 consumers who took part in the test preferred the taste of Pepsi Max to the UK’s biggest selling full sugar cola, Coca-Cola Regular.)

Kicking off with a TV spot, radio and digital advertising and out-of-home, including a partnership with the London Underground, the ‘You Probs Prefer Pepsi Max’ campaign will pop up across the UK with catchy creatives featuring daily occurrences that appeal to the masses, just like Pepsi Max .

Bringing further life to the campaign, the brand has once again partnered with DJ, rapper, and television personality Big Zuu, known for bringing together the music and food worlds through his cooking show, ‘Big Zuu’s Big Eats’. Together with the brand, Big Zuu will be heard across the radio waves in a series of voiceovers, through social content and immersive activations. The campaign will continue throughout the Festival season, including the Pepsi MAX Mixology tent, featuring specially-curated Pepsi MAX cocktails, and an enhanced viewing tower experience at both Wireless Festival and Reading Music Festival.

“We are so excited about the launch of our latest summer campaign, ‘You Probs Prefer Pepsi Max’, which provides a playful look at our incredible Taste Challenge results from 2022,” said Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages. “This campaign aims to challenge the perceptions of cola drinkers everywhere, by driving home the UK’s love for the great taste of Pepsi MAX. Shining a light on how popular the taste of credentials are, we hope it makes consumers think twice when they next pick up a no-sugar cola.”