What advertising campaign did Pepsi launch in 1975 featuring blind taste tests?

Pepsi launched the Pepsi Challenge advertising campaign in 1975.

The campaign used blind taste tests in which participants sampled unmarked cups of Pepsi and Coca-Cola and then selected the drink they preferred. Pepsi presented the results as evidence that many consumers favored its sweeter taste when brand identity was removed.

The promotion became a major part of the rivalry between Pepsi and Coca-Cola. It shifted attention from brand heritage and advertising imagery to a direct comparison of flavor. Television commercials and public demonstrations helped make the challenge widely recognizable in the United States and later in other markets.

The results did not mean every consumer preferred Pepsi, and a small sample of sips is different from choosing a drink for an entire meal. Nonetheless, the campaign became one of the best-known examples of comparative soft-drink marketing.