Ad ‘Challenge’ Revived for New Pepsi One

PepsiCo Inc. is asking consumers to compare the taste of its new Pepsi One diet cola against Coca-Cola Co.’s Diet Coke, reviving the “Pepsi Challenge” that boosted sales in the late 1970s. For several weeks, the No. 2 soft drink company has been asking consumers to compare the taste of the two colas at big-city events such as the St. Patrick’s Day parade in San Diego. More than 60% of those surveyed prefer Pepsi One, said Steve Fund, director of marketing for the drink. Pepsi isn’t using the results in advertising.