Pepsi Max is calling on consumers to experience its taste in the Pepsi Max Taste Challenge.

Originally launched in the 1970s, the Pepsi Taste Challenge is back for 2018 in a 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 experiential activity, with pop-up sampling in 44 locations across the UK. Throughout the summer 100,000 taste challenges will take place.

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. 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.”

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