Pepsi turns viral kiss cam moment into cola smackdown in new Super Bowl spot

This year, Pepsi is taking a fresh swing at the cola wars, with a little help from an unlikely protagonist. In its latest global campaign The choice, directed by Academy Award–winning filmmaker Taika Waititi, a polar bear confronts decades of assumptions about cola preference, discovering that when labels and bias disappear, Pepsi wins on taste.

The Choice leans into what Pepsi calls the Pepsi paradox, the phenomenon that cola drinkers often prefer Pepsi over Coke when taste, not brand, is the only factor. In the spot, the bear participates in a blind taste challenge and chooses Pepsi Zero Sugar over Coke Zero Sugar. The bear’s world flips upside down as he comes to terms with this revelation in therapy, providing both comic relief and a nod to the playful, irreverent spirit of the brand.

Set to Queen’s I Want to Break Free, the polar bear’s initial shock at choosing Pepsi Zero Sugar turns into a journey of self-discovery, as he unapologetically celebrates his newfound identity and meets another polar bear who drinks Pepsi too.

Don't miss: Why leaders can no longer keep personal affairs private 

The spot also riffs on last year’s viral Coldplay kiss cam moment, where CEO Andy Byron and HR chief Kristin Cabot were caught getting cosy before quickly pulling away. In contrast, the lover bears at the concert initially react to being on screen but then wave to the camera and sip their Pepsi, unapologetically enjoying the moment.

“For decades, Pepsi has embraced being the challenger cola brand, yet we keep proving we’re #1 where it matters most: taste,” Gustavo Reyna, vice president of marketing, Pepsi, said.

“Cola drinkers care about taste, but when they choose anything other than Pepsi, they leave taste on the table. With Waititi adding his unmistakable touch to the spot, we’re on a mission - alongside our newest and furriest fan - to showcase the universal human truth that Pepsi tastes better," added Reyna. 

The campaign cleverly blends humour, music and taste proof, giving audiences a story that works beyond the US. While the US campaign leaned heavily on Super Bowl activations, audiences in this part of the world can still enjoy the narrative online via Pepsi’s YouTube and social channels, along with interactive digital taste tests that invite fans to see if they, too, experience the Pepsi Paradox. 

The Choice follows last year's Superbowl ad where the brand revived the 1975 Pepsi Challenge, revealing how Pepsi wins the taste test over its competitor Coke. The spot also teased that The Pepsi Challenge was coming soon, with the brand later sharing that Pepsi Zero Sugar saw 30.8% growth, nearly double the zero-sugar cola category, and reaching more than one million new households. 

Related articles:  
Pepsi pays tribute to football heritage with nostalgic global campaign  
Pepsi proves actions speak louder than words in new brand platform  
Pepsi takes to the sky to unveil bold new look in Singapore