Britvic is bringing back the Pepsi Taste Challenge, first launched in the 1970s, for its Pepsi Max variant this summer.

As before, the challenge entails a blind taste test of two colas to decide which is the better tasting cola.

Participants are allowed two sips of each before they decide, and the company is aiming to complete 100,000 challenges across 44 UK locations this summer.

The activity will be supported with a multi-million-pound campaign, which includes a new TV ad.

 

PepsiMax

 

"We know that consumers enjoy the taste of Pepsi Max and that once they've tried it, they buy more, more often," said Bruce Dallas, marketing director at Britvic.

"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."