Blind test

Pepsi MAX crowned as the nation's favourite cola in the Taste Challenge
The 2022 Pepsi MAX Taste Challenge saw over 34,000 blind taste tests, held across
the UK, with Pepsi MAX taking the crown as the UK’s favourite compared to the
biggest selling full sugar cola brand

Pepsi MAX announces the results of the Pepsi MAX Taste Challenge, revealing people
prefer the maximum taste of Pepsi MAX. The results revealed a staggering 70% of the
United Kingdom prefer no-sugar Pepsi MAX compared to the biggest selling competitor
full sugar cola*.

Returning this past summer after a two year hiatus, Pepsi MAX called on the people
of the UK to put the great taste of Pepsi MAX on the line by going head-to-head
with the UK's biggest selling full-sugar cola*. Participants were required to put
their preconceptions aside and take part in a blind taste test to determine their
favourite cola.

This year, the taste roadshow was on a mission to expand its testers, with its
previous route in Great Britain now including locations in Northern Ireland. The
new location additions mean that consumers prefer the taste of Pepsi MAX in the
United Kingdom, not just Great Britain, when compared with the UK’s biggest selling
full sugar cola.

Georgina Meddows-Smith, UK Marketing Director for Pepsi Beverages, commented: “We

are so excited to reveal the outcome of the 2022 Pepsi MAX Taste Challenge. This
year’s results are the best we’ve seen, proving that the great taste of Pepsi MAX
truly triumphs.

"Even more significant is how a challenge like this really challenges the public's
preconceptions, and makes them think twice about their choices. Not only will they
talk about the great taste they experienced, but how they’ll now reconsider the
cola they buy.”

The Pepsi MAX Taste Challenge results will be supported by a full digital and out-
of-home campaign. This spans Instagram, Facebook, Snapchat, TikTok as well as
large-scale bannering formats appearing in key cities across the country.
Commercials

Pepsi has enlisted Man’s Not Hot artist Big Shaq (otherwise known as comedian
Michael Dapaah) in its first campaign by Mother London, which was appointed by the
brand last year.

“The ting goes pop,” narrator Dapaah begins before listing all the noises a freshly
poured can of Pepsi makes, to the tune of a hip-hop beat.
“PopFizzAh” comes alongside outdoor activity, which shows a Pepsi can alongside
onomatopoeic sounds such as “clink” and “fizz”.

“In 2021, we are celebrating unstoppable human spirit, not in spite of the times
we’re in, but because this is a moment, and no matter what, we need to keep moving
forward with a smile,” Natalia Filippociants, vice-president of marketing for
global beverages at PepsiCo, said.

Mother London, which previously held the creative account for Diet Coke between
2008 and 2011, won a retained creative account from Pepsi year. However, the brand
also continues to work with Abbott Mead Vickers BBDO, which created its recent
Champions League campaign.

The brand also has a reputation for working with UK-based grime artists, as seen in
Pepsi Max’s “Christmas refreshed” ad (created by Truant) which starred rap artists
Kamakaze and TrueMendous.

Partnerships.

PepsiCo, through its global brands Pepsi MAX and Doritos, is today announcing a
unique new partnership with Women in Football, a network of professionals
supporting women in the game,

Launched as England’s Lionesses face off Austria on the first day of the UEFA
Women’s Euros 2022, this first-of-its kind partnership aims to attract, inspire and
improve the representation of female football coaches across the UK.

As part of a year-long commitment, our brands Pepsi MAX and Doritos, will sponsor
45 places for aspiring female coaches on the Football Association’s ‘Introduction
to Coaching’ course, helping to drive women’s representation at all levels of the
game. They will also receive access to group training sessions and networking
opportunities.

Nominations for the FA course are open to all women, 18 and above, with a passion
for coaching across the UK. To be considered, entrants can apply in writing,
telling Women in Football in 50 words or less why they should be selected to
receive one of the 45 coaching bursaries.

Through a series of courses, conferences and volunteer opportunities, we’ll also be

educating 4,500 employees about female participation and leadership in football.

To encourage the nation to show the same level of support for the women’s game, as
they do for the men’s game, campaigns from Doritos and Pepsi MAX will be seen
throughout the UEFA Women’s Euros tournament to champion women’s football.

Sponsorship

Pepsi Max and Walkers team up for X Factor sponsorship

PepsiCo has extended its sponsorship deal with the US version of the X-Factor to
the UK, with its Pepsi Max and Walker Extra Crunchy brand sponsoring this year's
live final of the show.

Sales 2022
In 2022, the regular Coca Cola had the largest sales among soft drinks sold in
convenience stores in the United Kingdom with a value of 732 million British pounds
sold through convenience channels, followed by Pepsi Max with sales of 567 million
pounds.

2020 breakthrough
Pepsi has marked a major victory in the never-ending war of the cola giants,
outselling Coca-Cola in UK grocery by more than £8m.

While Coke has added £41.2m to its value over the past year, Pepsi generated an
extra £49.4m – marking an £8.2m win over its arch-rival

The latter brand’s success was almost wholly down to the popularity of sugar-free
Pepsi Max, which grew its value sales by 18.8% to £437.1m on volumes up 11.2% (the
equivalent of 27.6 million extra units).

Shoppers were “becoming more demanding in what they expect from a cola, with taste
but also health driving their choice” according to Ben Parker, home commercial
director at Britvic, Pepsi’s UK manufacturing and bottling partner. Pepsi Max was
“challenging misconceptions around low-sugar drinks” he added.

In spite of Max’s achievement, Pepsi’s core and Diet variants have suffered value
declines of 14.8% and 6.7% respectively, leaving the brand as a whole worth £599.2m
in grocery.

Meanwhile, Coke has reached £1,355.1m – more than double Pepsi’s value – driven
largely by its Zero Sugar variant. It has added £36.7m to be worth £253.6m, making
it bigger than the entire portfolio of Fanta, its CCEP stablemate, which is up 9.7%
in value.

The UK’s soft drinks category had “been one of the standout performers” in fmcg
over the past two years, said Simon Harrison, VP of commercial development at CCEP
GB.

“This has been driven, in part, by the acceleration of low and no sugar soft
drinks, but also by increased innovation as the industry continues to offer more
choice to consumers across a wide variety of segments, to suit different drinking
occasions,” he added.

Pisoi note : pepsi a trecut peste cola în 2020 pentru că au făcut mai mult push pe
bauturuile fără zahăr și asta denotă și prin faptul că majoritatea reclamelor sunt
la pepsi max și pepsi max o să vezi peste toto în documentul ăsta , asta a sidenote
poate rei sa scrii despre asta