Challenge: Get people interested in the Pepsi Max Taste Challenge: a nation-wide test where people can find out their preference for Coca-Cola (regular) or Pepsi Max (sugar free).

Insight: Since Coca-Cola is the standard cola for almost anyone, no-one will care about the results of the challenge unless we get people to sympathise with Pepsi Max.

Idea: Pepsi Max knows it ranks second. That’s why we humbly ask people that drink Coca-Cola to give Pepsi Max a shot. We use the hysterical style and tone of voice of YouTube artist Joost to get the message across: “Probeer dit anders ook ff!”.

To prepare the Netherlands for the challenge, we locally targeted our audience with ads that were shot in corresponding regions. Social short-format snippets further enhanced the buzz.