The Pepsi Taste Challenge, which has been held since the 1970s, is an annual global campaign that utilizes blind taste-test events to encourage consumers to compare the taste of Pepsi against the taste of the brand’s biggest competitor. During these blind taste tests, consumers sample two cola brands and are asked to choose which taste they prefer. This year, Pepsi wanted to celebrate this campaign with a Limited Time Offer available in Russia that embraces the idea that no matter who you are, you should choose your favorite cola by individual taste and not follow the default choice.
The design team created seven LTO cans featuring a variety of characters, personalities, and self-identifiers: The Creator, Zoomer, Romantic, Perfectionist, Introvert, Open-minded and Bold. With striking lettering and an energized call to action displayed on each can—such as “Hey romantic, choose by taste!”—consumers are drawn in and invited to make a decision. The aesthetic of the graphics nods to recognizable web icons, and feature QR codes that encourage consumers to take part in the blind taste-tests events.
By highlighting the human character and diverse personalities, the collection communicates a personalized Pepsi experience. Ultimately, the Pepsi Taste Challenge campaign and the LTO collection work seamlessly together to celebrate consumers’ freedom to choose by taste.