PURCHASE, N.Y. — The “Cola Wars” are back on the world’s biggest stage. On Thursday, January 29, 2026, Pepsi unveiled its Super Bowl LX commercial, “The Choice,” directed by Academy Award-winner Taika Waititi. The spot takes direct aim at its red rival by featuring a character long associated with Coca-Cola: a polar bear.
In a bold move to prove its taste superiority, Pepsi’s new campaign revives the “Pepsi Challenge” concept, showing the iconic bear discovering a preference for Pepsi Zero Sugar over Coke Zero Sugar in a blind taste test.
“The Choice”: A New Era for the Pepsi Challenge
The commercial centers on a “cola-loving polar bear” who, when stripped of brand bias, chooses Pepsi.
- The Plot: The bear participates in a blind taste test and selects Pepsi Zero Sugar. Set to Queen’s “I Want to Break Free,” the spot depicts the bear’s journey from shock to an unapologetic embrace of his new favorite cola.
- The Director: Taika Waititi brings his signature humor and whimsy to the ad, which combines live-action and CGI.
“I love a good challenge, so I jumped at the chance to take part in what many consider the biggest pop culture competition… I’m honored to play a small part in the Pepsi legacy,”
The Pepsi Paradox
The campaign is built around the “Pepsi Paradox”—the theory that while consumers might have an emotional attachment to a brand label, their taste buds actually prefer Pepsi.
- Data Backing: Pepsi claims that in its 2025 revival of the Pepsi Challenge, 66% of participants agreed that Pepsi Zero Sugar tastes better than Coke Zero Sugar. The brand asserts it won 100% of the markets where the challenge was conducted, including Atlanta, Coca-Cola’s hometown.
- Market Growth: The push comes after a strong year for Pepsi Zero Sugar, which saw 30.8% growth in 2025.
Fan Engagement & Giveaways
Pepsi is extending the campaign beyond the TV screen with several interactive elements:
- Instant Win Game: During the Big Game, fans can post on X (formerly Twitter) using
#PepsiTasteWinsand@Pepsifor a chance to win cash prizes totaling $100,000. - Pepsi Challenge Kits: Starting Friday, February 6, fans in select markets can order a complimentary blind taste test kit via Gopuff, delivered in as fast as 15 minutes.
- Local Activations: In San Francisco (host city for Super Bowl LX), the brand is hosting “Bay Area Local Eats Presented by Pepsi” at Yerba Buena Gardens from February 3–7, featuring local food and Pepsi Zero Sugar samples.
“Cola drinkers care about taste, but when they choose anything other than Pepsi, they leave taste on the table,” said Gustavo Reyna, VP of Marketing at Pepsi. “We’re on a mission… to showcase the universal human truth that Pepsi tastes better.”
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