That's Criminal

Pepsi faced a critical challenge: losing relevance with Gen Z, an invaluable cohort. With our salience lagging behind competitors, we needed to prove that our new Pepsi MAX flavours could satisfy their craving for comforting ‘little treats’. Traditional marketing claims wouldn't cut through their innate scepticism.

The solution? Sips & Bites created "The Pepsi SweeTest"; a bespoke, multimodal AI algorithm designed to transform subjective taste into a measurable, universal "Sweetness Score”. This ultimately allowed us to compare the incomparable; from a puppy to a text message to Pepsi.

The output from this proprietary tool powered our campaign across dynamic creative, contextual media, and an immersive "Sweet Room" pop-up. The results were unprecedented: £11.6M in incremental sales, the highest Pepsi household penetration in five years (5.7%), and a staggering 141x Gen Z appeal index. By creating and leveraging proprietary emerging technology, we made an intangible product truth measurable, participatory and culturally relevant - demonstrating how in-house innovation can expand creative possibilities and deliver significant commercial growth.