In summer 2013/14 PLAY took the Taste Challenge to the road and invited Australia to take part to decide for themselves.
Whilst events were at the heart of the campaign, PLAY’s strategy involved amplifying the message and real life testimonials across multiple media channels.
PLAY activated over 100 events across the country – from Bendigo to Ballarat. The campaign was supported by TVC, Outdoor, Digital & Social Media.
253,218 cans of Pepsi Next were trialled amongst core audience
38,281 Taste Challenges were conducted
52.4% of those who did the Taste Challenge preferred Pepsi Next
39.7% of Coke drinkers preferred Pepsi Next
62% of participants took part in the Facebook activity
6% Facebook engagement rate