Pepsi Launches a 77% Celebration in the Philippines Following Taste Test Win

Early this year, BBDO Guerrero worked with Pepsi in the Philippines to put its cola taste to the test with the #PepsiTasteChallenge. The brand invited thousands of Filipinos to participate in the taste test challenge and the result was that 77% chose the taste of Pepsi according to the brand.

To celebrate the results, they have launched the 77 Pepsi Love Campaign, created by BBDO Guerrero.


On Lazada, the brand hosted 77-themed Live Games and prizes. On Spotify, the brand let people listen in on what 77% of people choosing Pepsi sounds like.

On Tiktok the #Pepsi77Dance was launched with Pinoy pop group SB19, dancing to their own remix of Pepsi’s “Sundin ang Puso” track. Just a few weeks into the launch and hashtag mentions soared to 146M, generating more than 1.6k promo entries.

On Twitter, fans tuned in and made the campaign the #1 trending topic in the Philippines on launch day. Conversations flooded social media resulting to 144M potential reach—that’s 1.4 times more than the country’s entire population!


“The Pepsi Taste Challenge campaign drove success in various countries,” said PepsiCo Philippines Marketing Director Mikey Rosales. “We finally got to bring the experience here in a way that resonated with our consumers. We are thrilled and overwhelmed with its success. We are confident that we will convert even more people with our taste! Thank you to all who took part in our challenge.”

“We are delighted to be part of this iconic campaign and to be able to celebrate and share this success with our partners at PepsiCo,” added BBDO Guerrero Creative Chairman David Guerrero.