The iconic Pepsi Challenge is coming to Jackson this weekend as part of its HBCU Tour, setting up at Veterans Memorial Stadium on Saturday.
The Pepsi Challenge is a blind taste test first launched in 1975, where participants are given two unmarked cups – one with Pepsi and the other with a competitor like Coca-Cola – and asked which they prefer. The campaign was designed to show off the number of people who favor Pepsi’s flavor when brand labels aren’t visible, and it quickly became a centerpiece of the “cola wars.”
In recent years, Pepsi has revived the challenge in new forms, including the HBCU Tour, where fans can sample Pepsi Zero Sugar and Pepsi Zero Sugar Wild Cherry against rival drinks. This weekend’s event at the Vet will run from 10:30 a.m. until 1:30 p.m. before Jackson State takes on Tuskegee at 2 p.m.
Pepsi has brought the challenge to more than 30 cities this year, giving out nearly 100,000 samples. According to the soda giant, all markets so far have chosen Pepsi Zero Sugar over its competitors.
In addition to the taste test, fans at the Jackson State game can enjoy Pepsi-inspired mocktails, food, music from local DJs, and exclusive giveaways from the limited-edition Pepsi Challenge HBCU Capsule Collection. Items include jerseys, hats, T-shirts, and collectible pins.
“The Pepsi Challenge has always been about backing the refreshing flavor of Pepsi by letting people’s taste buds decide,” said Gus Reyna, PepsiCo’s vice president of marketing. “The competition may be fierce on the field, but when it comes to taste, Pepsi Zero Sugar Wild Cherry is the undefeated fan favorite.”
The Jackson event is one of several stops on the Pepsi Challenge HBCU Tour. Other events include the Orange Blossom Classic in Miami, the Florida Classic in Orlando, and the SWAC Championship in December.
