Pepsi Challenge Hits The Airwaves
MTV's Ananda Lewis Challenges Millions of Americans:
"Let Your Taste Decide"
PURCHASE, NY, June 14, 2001 -
As the Pepsi Challenge sweeps through hundreds of cities and towns across
America, millions of consumers are letting their taste decide their favorite
cola. Starting Monday, a series of commercials will ask those who have not yet
done so to make the choice. In the new commercials, created by BBDO New York,
MTV Veejay Ananda Lewis challenges all of America to take the Pepsi Challenge.
In a national commercial, which debuts on June 18, she reminds consumers from
a beach party atmosphere that the Pepsi Challenge is sweeping the nation. A
complementary slate of 27 regional spots featuring real taste-test takers
begins airing June 25. "Ever since 1975, we've been trying to make it clear that consumers
have a choice among colas," said Dawn Hudson, senior vice president,
strategy and marketing, Pepsi-Cola North America. "And this year, Ananda
Lewis - a lifelong Pepsi drinker - is helping us localize that message. The
local spots, with real people from the 27 local areas, will remind people that
the Pepsi Challenge could be right around the corner - so give it a try."
Many consumers remember when the Pepsi Challenge first grew into a national
phenomenon in the mid-1970s and early 1980s. Making its return in 2000 after a
17-year hiatus, the Pepsi Challenge roared through the U.S. and asked
consumers a very simple question: Which cola do you prefer? And, what was true
then still resonates today - nationwide, more people prefer the taste of
Pepsi. The essence of administering the Pepsi Challenge as a blind taste test has
never changed. This summer, it will continue to make its way to malls, fairs,
amusement parks, beaches, ballparks and other high-traffic areas across the
country. On Pepsi's website, www.pepsi.com, consumers can take the home
version of the Challenge, view the new Pepsi Challenge commercials and
behind-the-scenes footage and consult an interactive map to find the Challenge
closest to them. Those who attend the Challenge can retrieve photos of
themselves taken at the Challenge or look at the Challenge photo album. Pepsi-Cola Company (www.pepsi.com),
headquartered in Purchase, N.Y., is the global beverage division of PepsiCo,
Inc (www.pepsico.com). Its brands in the
United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Mountain Dew
Code Red, Mug, Slice, Wild Cherry Pepsi, SoBe, Dole single-serve juices,
Aquafina, and FruitWorks. The company also makes and markets the country's #1
ready-to-drink iced teas and coffees, respectively, via joint ventures with
Lipton and Starbucks.