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20.6.2010 Remember The Pepsi Challenge?

In 1985 the Pepsi-Cola Company rolled out a heavily publicized experiment called the Pepsi Challenge. It was very simple. Hundred of Pepsi reps set out tables in malls and supermarkets all over the world, handing out two unmarked cups to people. One cup contained Pepsi, the other Coke. After taking a sip of both drinks people were ask with one they preferred and it turned out Pepsi was preferred by over half of the tasters. The management at Pepsi was pleased, of course!

The Pepsi Challenge was redone in 2003 by Human Neuroimaging Lab at Baylor Collage in Houston using brain scanning technique (fMRI). The blind test results matched the original Pepsi Challenge. It turned out that a primitive the part of the brain (ventral putamen) was activated.

The experiment was then repeated but this time the subject could see the brands. Now Coke was preferred by 75% of the respondents. The fMRI showed the prefrontal cortex was activated. This part of the brain handles among other duties higher thinking.

The research team concluded that the positive brand associations of Coke were the reason the respondent now preferred Coke over Pepsi. In the blind test Pepsi won because it is sweeter and for the primitive part of the brain sweetness is better and thus preferred.

B.L. 20.6.2010