• by Danielle Oster , Yesterday

Pepsi is attempting to upstage rival Coca-Cola on its big day -- in its hometown, no less.

PepsiCo is bringing The Pepsi Challenge to Atlanta for “National Have a Coke Day” on May 8.

The challenge is between Pepsi Zero Sugar and Coke Zero Sugar, in an attempt to “prove” that Pepsi’s version is superior. According to PepsiCo, participants in a previous nationally conducted taste test preferred the former across all markets. PepsiCo also reported a 25% increase in purchases of Pepsi Zero Sugar compared to the year prior.

The Pepsi Challenge is coming to Atlanta locations ncluding Chastain Art Fest, Colony Square, and Park Tavern from May 8-11.

The challenge will present participants with two unmarked cups containing Pepsi Zero Sugar and Coke Zero Sugar. Participants will then sample the contents of both cups, reflect, and decide which of the two they prefer. Their selection will then trigger “unique celebratory moments for those with great taste,” according to a release announcing the event.

All participants will receive a free 20-ounce bottle of Pepsi Zero Sugar. On May 8 and 9, a Pepsi vehicle will also make stops around the city to hand out samples.

The brand is also inviting cola drinkers to take the challenge virtually at home via a TikTok activation. Beginning May 8, the brand offers a free Pepsi Challenge at-home kit to customers who purchase two 10-packs of Pepsi Zero Sugar Mini Cans via its TikTok page.

The activations are part of a broader “Pepsi Challenge Taste Tour” campaign reviving “The Pepsi Challenge” for its 50th anniversary, which kicked off during Super Bowl LIX Weekend in New Orleans. Pepsi claims the initiative will ultimately reach more than one million consumers.

There may be strategic reasons for reviving the challenge, beyond celebrating the anniversary of the original campaign.

In an earlier story, Rick Miller, partner at data/research consultancy Big Chalk, told Marketing Daily to expect “brand on brand battles” within the soft drink category in 2025, adding, “Because we’re not seeing huge growth in the category this year, the fight isn't to capture more of a growing pie. The fight now is to capture volume from other brands in the category."

The shift in focus for “The Pepsi Challenge” to the zero sugar variety is also a strategic one. In a recent earnings call with investors, PepsiCo CEO Ramon Laguarta claimed Pepsi is “starting to gain share of carbonated soft drinks,” adding “It’s been the focus on Zero Sugar…and all the activation of the brand in that space that is giving us very good results.”

Coca-Cola CEO James Quincey similarly singled out “volume growth for Coca-Cola Zero Sugar” as one of its “bright spots” for the first quarter of 2025 during the company’s earnings call for the first quarter of 2025.