12 March 2015

Pepsi Launches Updated ‘Pepsi Challenge’ Campaign For Its 40th Anniversary

[Click here to view the video in this article]

Remember the ‘Pepsi Challenge’ taste test from the ’70s? The soft drink brand is bringing it back for its 40th anniversary, albeit updated for the modern age.

In an interview with Fast Company, PepsiCo Global Beverages Group president Brad Jakeman said it was tailored for a new generation who might not have grown up knowing about the original campaign.

According to research carried out by Pepsi, millennials recalled the drink from music and pop culture references, giving the company freedom to interpret its campaign in any way it liked.

The new campaign will be consumer-focused and led by celebrity ambassadors like singer Usher, tennis superstar Serena Williams, and Real Madrid football player James Rodriguez. Together with Pepsi, they will announce a series of challenges from March to the year-end, designed to encourage fans to push themselves to greater heights.

Spanning the areas of technology, sports, music and design, the challenges will revolve around getting consumers to create things, such as a “piece of writing” or a “selfie.” They will be supported by the ‘#PepsiChallenge’ initiative, where Pepsi will donate to Liter of Light which is dedicated to bringing light to people worldwide, every time consumers use the hashtag on the brand’s social media channels.

Find out more about the new ‘Pepsi Challenge’ campaign in the videos below.

[via Fast Company, videos via Pepsi, image via Fast Company]