Pepsi revives Pepsi Challenge in Super Bowl ad to take on Coca-Cola

Pepsi is bringing back its long-running Pepsi Challenge to the Super Bowl as part of a new marketing push for Pepsi Zero Sugar that directly targets rival Coca-Cola. 

During Super Bowl LX, the brand will air a 30-second commercial built around a blind taste test between Pepsi Zero Sugar and Coke Zero.

The ad centers on a polar bear that unexpectedly chooses Pepsi Zero Sugar, a playful nod to Coca-Cola’s iconic use of polar bears in its own advertising. After the surprise result, the character spirals into an identity crisis and seeks therapy, portrayed by filmmaker Taika Waititi, who also directed the spot. The commercial is set to Queen’s “I Want To Break Free” and includes references to recent pop culture moments.

Pepsi says the campaign is designed as a major reset for the brand and will continue beyond the Super Bowl across social media, out-of-home ads, creator content, podcasts and live activations. The company will also promote a nationwide taste test experience and offer Pepsi Challenge kits through delivery service Gopuff, alongside a social media giveaway during the game.

According to Pepsi, data from its latest Pepsi Challenge found that 66% of participants preferred Pepsi in blind taste tests. While Pepsi Zero Sugar still trails Coke Zero in overall market share, the brand reports faster growth in sales volume and household penetration.

By leaning into the classic Pepsi Challenge and borrowing one of Coca-Cola’s most recognizable symbols, Pepsi is positioning Pepsi Zero Sugar as a serious challenger in the zero-sugar cola category throughout 2026.