Pepsi Challenge - Criticism

Criticism

In his book, Blink, author Malcolm Gladwell presents evidence that suggests Pepsi's success over Coca-Cola in the "Pepsi Challenge" is a result of the flawed nature of the "sip test" method. His research shows that tasters will generally prefer the sweeter of two beverages based on a single sip, even if they prefer a less sweet beverage over the course of an entire can. Just because a taster prefers a single sip of a sweeter beverage, doesn't mean he or she would prefer to have an entire case of it at home.

Popular sources criticize the so-called Pepsi challenge for the methods used. When cola taste samples include labels of Coke or Pepsi the preference for Pepsi is reversed. Much of the difference in preference of Pepsi or Coca-Cola is accounted for by labels and not taste. When the preference in blind tests is compared to tests where cups are labeled with arbitrary labels (e.g., S or L) or brand names, the ratings of preference change (Woolfolk, Castellan, & Brooks, 1983). Scientific findings do support a perceptible difference between Coca-Cola and Pepsi, but not between Pepsi and RC Cola (Pronko & Herman, 1950).

The band Negativland lampooned Pepsi and the Pepsi challenge on their 1997 album Dispepsi. Several Pepsi commercials were sampled from the era of the Pepsi Challenge featuring Bill Cosby and Michael J Fox.