Featuring cutting edge technology, a national tour and a massive
footprint, Pepsi Canada will ask 1.5-million Canadians to trust their taste buds
this summer
MISSISSAUGA, ON, May 17, 2012 /CNW/ - Just as the first long weekend of
summer approaches, one of Canada's most celebrated cola events is back
and bigger than ever, providing Canadians with an entertaining and
refreshing way to quench their thirst all summer long while letting
their taste buds decide. Today, PepsiCo Beverages Canada announced the
return of the Pepsi Taste Challenge (#PepsiUTC) - an iconic grassroots
campaign that forever changed the face of consumer marketing when it
debuted almost 40 years ago.
Pepsi first challenged consumers to take a blind taste test to reveal
their cola preference in 1976. The campaign quickly became a success as
the company uncovered that more Canadians preferred the taste of Pepsi,
even if they identify themselves as regular Coca-Cola purchasers.
Nine-million taste challenges later, the 2012 edition is called the
Pepsi Ultimate Taste Challenge and boasts world-class innovation with
new, cutting edge technology, a one-of-a-kind Ultimate Taste Challenge
big rig truck that is touring the country, and regional executions at
more than 1,000 events coast-to-coast this summer. The program's
technology, coupled with its massive footprint, will enable Pepsi
Beverages Canada to bring the Pepsi Ultimate Taste Challenge to
1.5-million Canadians across the nation - a record milestone for the
company.
"Canadians love programs that allow them to experience brands in
unexpected and entertaining ways. Every few years we bring the Pepsi
Taste Challenge in and out of the marketplace, always adding new
elements to keep it fun, fresh and exciting," says Robb Hadley,
Director of Marketing, PepsiCo Beverages Canada. "Pepsi has always been
about taste, and given the choice, results of prior taste challenges
consistently revealed that a majority of Canadians preferred the taste
of Pepsi over Coca-Cola. We are excited to be back with leading edge
technology and an increased accessibility that will offer consumers one
of the most memorable taste challenges yet."
Pepsi is the first brand in Canada to implement Samsung SUR40 for
Microsoft® Surface® for a consumer engagement campaign, a device that
sees and responds to touch and objects on a 40-inch, high definition,
multi-touch screen. The integration of this technology allows up to six
consumers to experience the Pepsi Ultimate Taste Challenge at the same
time in a new, memorable and exciting way. Also new to the Pepsi
Ultimate Taste Challenge is the opportunity for Canadians to conduct
the challenge with their choice of three of the company's biggest
brands - Pepsi, Diet Pepsi and Pepsi MAX.
This summer, the Pepsi Canada Facebook page (Facebook/PepsiCanada) will feature exciting content including an infographic that showcases
real-time challenge results coast-to-coast, schedules of upcoming
sampling events, and an online game where consumers can compete in
daily challenges for their chance to win weekly prizes including
tablets, LED TVs, smart cameras, home theatre systems as well as a
grand prize that includes $5,000 cash. Grocery retailers are also
embracing the program, staging Pepsi Ultimate Taste Challenges at
retail locations.
Heralding the Pepsi Ultimate Taste Challenge's return are two television
commercials depicting cola drinkers being surprised when they trust
their taste buds. The first, a 30-second spot called "Earl 2.0", will
debut on Sunday, May 20 during the 2012 Billboard Music Awards. The ad
features a Coca-Cola truck driver getting stranded on the side of the
road. He is offered a ride by the Pepsi Ultimate Taste Challenge team
and after accepting, he decides to try a forbidden Pepsi. The driver
enjoys the beverage so much he gets a Pepsi tattoo to the dismay of his
management. "Earl 2.0" was created and produced by BBDO Toronto.
Technology partners of the 2012 Pepsi Ultimate Taste Challenge include
Samsung Canada and Rogers Canada.
About PepsiCo Beverages Canada
PepsiCo's businesses in Canada are organized into two business units.
PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods &
Snacks business. PepsiCo Beverages Canada includes the Pepsi, Gatorade
and Tropicana businesses. Follow PepsiCo Beverages Canada:
About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more
than $65 billion and a product portfolio that includes 22 brands that
generate more than $1 billion each in annual retail sales. Our main
businesses - Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola -
make hundreds of enjoyable foods and beverages that are loved
throughout the world. PepsiCo's people are united by our unique
commitment to sustainable growth by investing in a healthier future for
people and our planet, which we believe also means a more successful
future for PepsiCo. We call this commitment Performance with Purpose:
PepsiCo's promise to provide a wide range of foods and beverages for
local tastes; to find innovative ways to minimize our impact on the
environment by conserving energy and water and reducing packaging
volume; to provide a great workplace for our associates; and to
respect, support and invest in the local communities where we operate.
For more information, please visit www.pepsico.com
SOURCE PEPSICO CANADA
Video with caption: "Video: B-Roll: Iconic Pepsi Taste Challenge is Back and Bigger than Ever". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120517_C8572_VIDEO_EN_13865.mp4&posterurl=http://photos.newswire.ca/images/20120517_C8572_PHOTO_EN_13865.jpg&clientName=PEPSICO%20CANADA&caption=Video%3A%20B%2DRoll%3A%20Iconic%20Pepsi%20Taste%20Challenge%20is%20Back%20and%20Bigger%20than%20Ever&title=B%2DRoll%3A%20Iconic%20Pepsi%20Taste%20Challenge%20is%20Back%20and%20Bigger%20than%20Ever&headline=Iconic%20Pepsi%20Taste%20Challenge%20is%20Back%20and%20Bigger%20than%20Ever%20
Video with caption: "Video: 2012 Pepsi Ultimate Taste Challenge 30-second TV spot "Earl 2.0" ". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120517_C8572_VIDEO_EN_13864.mp4&posterurl=http://photos.newswire.ca/images/20120517_C8572_PHOTO_EN_13864.jpg&clientName=PEPSICO%20CANADA&caption=Video%3A%202012%20Pepsi%20Ultimate%20Taste%20Challenge%2030%2Dsecond%20TV%20spot%20%22Earl%202%2E0%22%20&title=2012%20Pepsi%20Ultimate%20Taste%20Challenge%2030%2Dsecond%20TV%20spot%20%22Earl%202%2E0%22%20&headline=Iconic%20Pepsi%20Taste%20Challenge%20is%20Back%20and%20Bigger%20than%20Ever%20
Image with caption: "2012 Pepsi Ultimate Taste Challenge Logo Lockup (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20120517_C8572_PHOTO_EN_13860.jpg
Image with caption: "The 2012 Pepsi Ultimate Taste Challenge will be travelling across Canada, executing at 1,000 events coast-to-coast this summer (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20120517_C8572_PHOTO_EN_13858.jpg
Image with caption: "Historical: A look back at the iconic Pepsi Challenge from the 1970s (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20120517_C8572_PHOTO_EN_13855.jpg
Image with caption: "Current: The 2012 Pepsi Ultimate Taste Challenge is back and bigger than ever and boasts new, cutting edge Samsung SUR40 for Microsoft(R) Surface(R) technology. The integration of this technology allows up to six consumers to experience the Pepsi Ultimate Taste Challenge at the same time in a new, memorable and exciting way (CNW Group/PEPSICO CANADA)". Image available at: http://photos.newswire.ca/images/download/20120517_C8572_PHOTO_EN_13856.jpg