Can New Zealanders taste the difference between two combatants?

Press, 24 July 1987, Page 17

Can New Zealanders taste the difference between two combatants?

New Zealanders might not have to wait long for a taste of one of the most controversial promotions in the history of the cola wars.

In 1974, Pepsi launched its “Pepsi Challenge” — a blind taste test in which participants try the rival colas and pick their preferred taste. The company claims that 24 million people have taken the test, and the results favour Pepsi by 60 per cent to 40 per cent.

Coca-Cola officials dispute the methods used and the results of the taste tests. They argue that the “Pepsi Challenge” reduces the cola experience to only one aspect — tastee — and ignores the refreshing and thirst-quenching properties of their drink.

Challenge met by lawsuits

In the first of eight years in which Pepsi ran the tests in the United States, it reported a 27 per cent increase in sales. The company says the 60-40 result had been maintained in tests held outside the United States since the early 1980 s. The challenge was greeted with lawsuits filed by disgruntled Coca-Cola bottlers when it was launched in Brazil, Colombia, Chile and Germany. In most countries, it had to be modified to suit local customs or advertising laws. Pepsi had to use a third cola in Malaysia to ensure consume. ’id not get the idea that there were only two colas available.

In Australia, Pepsi was not allowed to name Coca-Cola because of comparative advertising laws. It had to claim that “over 50 per cent prefer Pepsi

over the leading cola.” Pepsi’s Australasian manager, David Head, is keen to take Coca-Cola “head on” in New Zealand. He says there is a good chance that the challenge will come to this country.

He does not anticipate problems with advertising laws, although he believes the challenge will be most effective

when Pepsi has about a 26 per cent share of the New Zealand market

Coca-Cola’s New Zealand manager, Bill Hodgetts, is unconcerned.

“If that’s part of their weapon, bring it on. We have a couple of tactical programmes in our system that we will swing into action ...”