BrandArena: Pepsi Returns With #PepsiChallenge

Thursday 19 March 2015

Pepsi Returns With #PepsiChallenge

While rival Coca-Cola is rolling out a massive global centenary celebration this year partly in a bid to boost its market sales, Pepsi has also announced the resurrection of a classic campaign, The Pepsi Challenge.

The former, launched in 1975, was a taste test that asked soda drinkers to do a blind tasting of Pepsi and Coke to decide which they liked best. The latter was the 2010 social good campaign that helped fund grants to people seeking to make the world a better place.

The 2015 Pepsi Challenge represents its biggest "socially-led, content-driven" initiative to date, according to a statement from the brand. It asks consumers to partake in global and local challenges combining pop culture, sports, design, tech and social good.

Sprint legend Usain Bolt, Tennis ace Serena Williams and singer Usher will lead the #PepsiChallenge to urge consumers to participate in a series of challenges meant for the social media generation.

Among others to associate with the initiative are footballer James Rodríguez, fashion designer Nicola Formichetti and entrepreneur Jerome Jarre.
"Throughout my life I have aspired to live each day with purpose and as an artist it is especially important to take risks and follow your passions. It is great to team up with Pepsi to encourage people all over the world to live their life to the fullest and experience things they may have never dreamed of before,” Usher said in a statement.

Every month, the ambassadors will use social media to issue a new challenge many of which blend social responsibility with popular culture - that encourages consumers to do something different.

Global challenges will be augmented by regionally relevant challenges designed to capture the authentic essence of each market.

Examples from around the world include, among others, an interesting challenge in India that urges youth to stop being spectators and uncork their creativity; regional food-focused challenges in Thailand; and a Latin America summer music challenge tied to La Gira Refrescante.

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