Despite Pepsi’s global reputation, the local carbonated soft drink market in North Macedonia remained heavily dominated by its primary competitor. To break consumer habit and drive retail growth, the brand needed to shift the narrative from passive brand loyalty to active, objective taste preference among local consumers.
We deployed a massive roadshow caravan that traveled across 8 major Macedonian cities (including Skopje, Kumanovo, and Kavadarci) throughout the summer of 2023. The core mechanic was a strictly standardized blind taste test: consumers sampled two unmarked cups of cola and picked their favorite. The live experience was supported by a heavy digital push under the hashtag #ОдбериГоТвојотВкус (#ChooseYourTaste) and on-site giveaways.
The summer campaign successfully turned taste into data, engaging over 10,000 real participants across the country in live blind tests. The ultimate verdict delivered a massive win for the brand, proving that 58.8% of consumers chose Pepsi over the market's top-selling competitor. This definitive victory was heavily amplified across social media, generating nationwide buzz, driving high interaction rates, and cementing Pepsi Max and Pepsi regular as the preferred taste choice for the Macedonian audience.
Pillars used: Creative & Production
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