SWEDEN, JUNE 8, 2018 – This summer, Pepsi MAX® is putting both taste and brand on the line, by taking the famous Pepsi MAX Taste Challenge to Sweden. During a Sweden tour with 50 stops in 18 different locations, they will challenge their biggest competitor in a national taste test. In total, 60,000 Swedes will participate and decide which cola is the Swedes' favorite.

The Pepsi Taste Challenge was organized for the first time in 1970, but is now coming to Sweden for the first time. The test involves all participants being given two glasses of cola and then, without knowing which of the glasses contains which cola, to decide which of the drinks they think tastes best.

- We look forward to introducing the Pepsi MAX Taste Challenge in Sweden. When it comes to choosing a cola drink, it is not uncommon for people to be determined about which brand they prefer and which side they are on. The Pepsi MAX Taste Challenge is designed to challenge preconceived notions and surprise by proving that you might actually prefer something else in terms of taste. With just two sips, we are sure that we will succeed in getting more people to discover the Pepsi MAX side, says Mark Kirkham, Head of Marketing and Innovation at PepsiCo in Western Europe.

The Pepsi MAX Taste Challenge begins on July 2 and the first to do the test will be the Stockholmers. Come to Medborgarplatsen at 12-18 on 2 July 2018. Other cities that will be visited during the tour include Gothenburg, Malmö, Visby, Halmstad and Örebro.