The Pepsi Challenge
In 1975, Pepsi ran an advertising campaign in which they presented a bunch of people with two cups- one filled with Pepsi, and the other with Coca Cola, without revealing which was which.
In 1975, Pepsi ran an advertising campaign in which they presented a bunch of people with two cups- one filled with Pepsi, and the other with Coca Cola, without revealing which was which.
The blind tasters were asked which one they preferred. Surprisingly, more than half chose Pepsi, even though Coke had a much higher market share.
This disparity was baffling, so in 2003, a neuroscientist called Read Montague decided to get to the bottom of it.
This disparity was baffling, so in 2003, a neuroscientist called Read Montague decided to get to the bottom of it.
He assembled some test subjects and recreated the blind taste test while monitoring their brain activity. His findings were in line with the TV campaign- Pepsi produced stronger responses in the reward center of his subjects’ brains.
But Montague knew that a great product isn’t the only factor in a purchase decision. So he did the experiment again, with a slight change. This time, he told people exactly what they were drinking. And what do you know? Coke won.
And the subjects’ brain activity changed too.
And the subjects’ brain activity changed too.
Regions that are associated with cognition and memory were now lighting up.
It turned out, people were letting their memories and perception of Coke shape their preference. In other words, sheer brand power overrode their taste buds. And so, Pepsi was left behind.
It turned out, people were letting their memories and perception of Coke shape their preference. In other words, sheer brand power overrode their taste buds. And so, Pepsi was left behind.
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