Pepsi just dropped a bold move in the endless cola wars with their Super Bowl LX commercial, “The Choice,” and it’s got everyone talking. Directed by Taika Waititi , the ad takes a cheeky swing at the competition by starring none other than a polar bear—yep, the same kind famously linked to Coke for decades—finally “breaking free” and choosing Pepsi.
The spot revives the classic Pepsi Challenge, that blind taste test gimmick from the ’70s and ’80s where people picked Pepsi over Coke when they couldn’t see the labels. Pepsi calls it “The Pepsi Paradox”: strip away the branding and bias, and folks tend to go for Pepsi’s taste. Fast-forward to 2025, they ran the challenge again focused on zero-sugar versions, and the results were pretty decisive—66% of participants preferred Pepsi Zero Sugar over Coke Zero Sugar. Even more impressively, Pepsi Zero Sugar won in 100% of the markets tested, including right in Atlanta, Coke’s own backyard.
In the ad itself (which you can watch now on Pepsi’s YouTube channel), we follow this cola-loving polar bear who steps up for the blind test. Paw out, no peeking—he picks Pepsi Zero Sugar. Cue the shock, a full-on identity crisis (complete with a therapy session where Taika Waititi himself plays the therapist), and then pure liberation as Queen’s “I Want to Break Free” blasts. It’s a fun, over-the-top journey from denial to embracing the superior taste, blending live action with CGI for that perfect whimsical touch.
Pepsi’s leaning hard into their underdog status here. As Gustavo Reyna, VP of Marketing for Pepsi, put it: they’ve always been the challenger brand, but they keep proving they’re number one where it counts—taste. “Cola drinkers care about taste, but when they choose anything other than Pepsi, they leave taste on the table.” With Waititi’s direction, it’s not just poking fun; it’s making a statement on the biggest stage possible.
This comes at a great time for Pepsi Zero Sugar, which has been on a serious roll. In 2025, the brand saw 30.8% growth, nearly double the rest of the zero-sugar cola category, and it reached over a million new households. As more people chase great-tasting options without the sugar, Pepsi’s positioning itself as the one that doesn’t force you to compromise.
The Super Bowl spot (airing during the big game on February 8, 2026, at Levi’s Stadium in the Bay Area) is just the anchor for a bigger campaign around Pepsi Zero Sugar. Fans can jump in with:
- A gameday social giveaway on X: Post with @Pepsi, #PepsiTasteWins, and #PepsiEntry during the game for chances at cash prizes up to $25,000 (total pot $100,000).
- Digital Pepsi Challenge activations to try it yourself.
- Free Pepsi Challenge kits delivered super fast via Gopuff in select markets starting February 6 (while supplies last).
- A larger-than-life polar bear takeover popping up around the Bay Area during Super Bowl week—keep an eye on social for sightings.
- The Bay Area Local Eats Presented by PEPSI event at the BAHC! Live San Francisco Fan Zone in Yerba Buena Gardens (February 3–7), where you can sip Pepsi Zero Sugar paired with eats from local spots.
Whether you’re team Pepsi, team Coke, or just here for the ads, this one’s a clever, entertaining jab that keeps the cola rivalry alive and kicking. Pepsi’s betting that when taste is all that matters, more people will make “the choice.” Super Bowl Sunday just got a little more refreshing.
