Pepsi brings back its famous taste test challenge after five decades, featuring a polar bear traditionally associated with Coca-Cola, who chooses Pepsi Zero Sugar in a new Super Bowl commercial set to air February 8.
Bold Marketing Strategy Targets Rival’s Icon
The 45-second advertisement titled “The Choice” shows a blindfolded polar bear taking the Pepsi Challenge and selecting Pepsi Zero Sugar over Coke Zero Sugar. Academy Award-winning director Taika Waititi, known for “JoJo Rabbit,” helmed the commercial and appears as a therapist treating the confused bear. The spot combines live-action footage with computer-generated imagery to create the narrative.
Pepsi has released their Super Bowl ad that restarts the soda wars by stealing Coca Cola’s iconic polar bear mascot. pic.twitter.com/C0qb0YgJsq
— DiscussingFilm (@DiscussingFilm) January 29, 2026
PepsiCo Beverages Chief Marketing Officer Mark Kirkham explained the strategy behind using Coca-Cola’s mascot. “Poking the bear, long affiliated with Coke, makes it fun and entertaining,” Kirkham told reporters. The commercial follows the bear through a journey of self-discovery, complete with Queen’s “I Want to Break Free” soundtrack and a romantic subplot with another Pepsi-loving bear at a concert.
Super Bowl Advertising Legacy Continues
Pepsi maintains a strong Super Bowl advertising tradition, frequently ranking among the top commercials in annual Ad Meter ratings. The brand’s 1992 advertisement featuring Cindy Crawford remains one of television’s most memorable commercials, though it lost to a Nike spot with Michael Jordan and Bugs Bunny that year. Waititi previously directed successful Super Bowl ads for Lay’s and Mountain Dew, bringing proven experience to this campaign.
Entendí la referencia jajajajaja pic.twitter.com/ovIPPAzCYP
— Soy Marbe (@BellaIndirecta) January 29, 2026
Corporate Strategy Beyond Single Advertisement
PepsiCo plans multiple Super Bowl advertisements this year, including spots for recently acquired Poppi prebiotic soda and Lay’s chips. The company purchased Poppi in March 2025 for $1.95 billion, demonstrating expansion into health-focused beverages. Kirkham emphasized creating cultural moments rather than simple advertising, stating the campaign represents PepsiCo’s broader transformation. While Gatorade won’t have a dedicated commercial, the brand maintains significant game visibility through sideline presence and traditional victory celebrations.