Pepsi Max has taken aim at its rivals in the carbonated cola space with the launch of the ‘You probs prefer Pepsi’ campaign in the wake of its 2022 Pepsi Max Taste Challenge.

According to the supplier, last year’s blind taste-testing with more than 34,000 consumers revealed that 70% of the UK preferred the taste of Pepsi Max compared to the UK’s biggest-selling full-sugar cola.

The campaign includes a TV advert, radio, digital and outdoor advertising, including a partnership with the London Underground.

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Pepsi Max has also partnered with rapper, TV personality and DJ Big Zuu for radio, social media and immersive content.

Additionally, the Pepsi Max Mixology tent will be appearing at summer music festivals, offering specially curated Pepsi Max cocktails and a viewing tower at Wireless Festival and Reading Music Festival.

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