PEPSI - SUPERBOWL taste challenge
Pepsi’s Super Bowl LX spot, “The Choice,” directed by Academy Award®–winning filmmaker Taika Waititi, puts taste to the test as a cola‑loving polar bear takes the iconic Pepsi Challenge—and chooses Pepsi Zero Sugar. The spot brings the Pepsi Paradox to life, proving once again that when labels disappear, Pepsi wins on taste. Watch the journey of bold discovery and join America in rethinking its favorite cola.
Delivered 10 million organic engagements: 3 million more than Pepsi’s entire 2025 on organic social
Was the #1 most mentioned brand on gameday, according to Sprout Social
Set records for Pepsi's biggest posts ever on TikTok, IG and Threads
Gained 500K new followers to @Pepsi
Had Pepsi trending on X all gameday - peaking at #6
Got hundreds of thousands of engagements from our CM team working the comments section around the clock
Launched Pepsi’s first ever broadcast channel “TEAM PEPSI” growing to 4K members in 24 hours
Created an IG for our Polar Bear, @newbearnewme with 7K followers & 1MM organic impressions