Pepsi
The Sweetest Campaign Yet
Background
Pepsi set out to strengthen its connection with Gen Z by launching a new range of sweet-tasting, no-sugar flavours. As a generation increasingly seeking everyday moments of enjoyment and small indulgences, Gen Z presented the perfect audience for a campaign centred on sweetness, self-expression and discovery.
With sweetness being a key driver within the flavoured cola category, Pepsi saw an opportunity to move beyond traditional product messaging and create something that felt engaging, relevant and culturally resonant. The challenge was to demonstrate the appeal of the new range in a way that would capture attention and encourage participation.
Strategy
Pepsi identified a powerful intersection between product truth and cultural behaviour. Sweetness was the key benefit of the new flavours, while Gen Z’s appetite for everyday treats, playful experiences and tech-enabled interactions provided the ideal creative platform.
To bring this to life, Pepsi created The Pepsi SweeTest, an AI-powered experience designed to measure the sweetness of almost anything and generate a unique “Sweet Score”. By combining technology, entertainment and participation, the campaign transformed a simple product claim into a shareable experience that consumers could actively engage with.
Execution
At the heart of the campaign was The Pepsi SweeTest, a bespoke AI-powered algorithm that analysed images, text, audio and objects to generate a universal Sweet Score. Whether testing a puppy, a text message or a new Pepsi flavour, the technology turned sweetness into something consumers could explore, compare and share.
The experience was brought to life through the immersive Pepsi Sweet Room, a multi-sensory pop-up where visitors generated their own Sweetness Score, unlocked personalised flavour matches and explored a world inspired by the new product range. The SweeTest also powered dynamic creative, contextual media and OOH activity, extending the experience beyond the event and bringing playful moments to audiences throughout the campaign.
Results
As a result, the campaign drove household penetration, sales growth and increased market share. It resonated strongly with younger audiences, delivering exceptional engagement among Gen Z and helping strengthen the brand’s relevance with a new generation.
The Pepsi Sweet Room attracted more than 4,000 visitors in just four days and achieved a 90% satisfaction rate, while the wider campaign generated significant social conversation and brand engagement. By combining AI, immersive experiences and OOH with a culturally relevant insight, Pepsi transformed sweetness into a memorable brand experience that delivered both commercial success and cultural impact.
