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Pepsi is rewriting the rules of blind taste testing with “DesafI.A Pepsi”, a modernized, AI-driven take on its classic 1975 “Pepsi Challenge.” The campaign title is a play on words in Spanish, combining 'Desafío’ (Challenge) with 'IA,' the Spanish abbreviation for artificial intelligence. Colombia was the first country to implement DesafI.A Pepsi, where this tech-forward approach leverages the brand’s custom-built AI, SonI.A, to assess consumer taste preferences in a fully immersive, multisensory format. The experience took place at Bogotá’s Estéreo Picnic festival, where the brand invited over 400 festival-goers to sample Pepsi Zero alongside another sugar-free cola, measuring responses through a combination of auditory, visual, and cognitive data. The results? A decisive 58.3% chose Pepsi Zero, and now the brand is excited to bring this disruptive concept to other markets soon. Pepsi’s SonI.A is uniquely designed to analyze consumer preferences and reactions using world-first multisensory technology. By leveraging devices that track brain activity, visual cues, and auditory responses, SonI.A provides insights into taste trends, decoding flavor preferences with such precision.
Other credits
General Director: Nicolás Pimentel
Client team: Gonzalo Muente (CMO Latam), Nicolás López Marti (Marketing Sr Director CSDs LATAM), José Luis Silva (Marketing Director Pepsi LATAM), Marianela Frick (Sr Marketing Manager Pepsi LATAM)
Executive Production: Sonia Caputo
Executive Creative Director: Coco Olivera
Head of Production: Pelu Hernández
Project Manager: Milagros Adrover
Art Director: Matías Imai
Graphic Designers: Nicolás Prevettoni, Vito Traverso
Industrial Designer: Carla Di Benedetto
Audiovisual Coordinator: Matías Diaz
IT Project Manager: Paula Martínez
Tech Director: Martín Rabaglia
AI Lead: Eric Priemer
AI Art: Emanuel Gomez Miranda, Marcelo Martínez
UX Designer: Lautaro Sanchez
UI Designer: Belen Rosati
Frontend Devs: Iris Saladino, Eduardo Cabrera
Backend Dev: Jonatan Santana
QA: Santiago Fernández
Production Company: MACARENA & CO S.A.S
Head of Post-Production: Lali Rodriguez
Post-Production Coordination: Anahi Ocampo
Editor: Mauricio Escobar Durán
Director: Lucia Valdemoros
Executive Production: Claudia Tafur
Junior Executive Production: Estefania Sánchez
Production Coordination: Paula Garcia, Paula Osorio
Casting: Matanbe
Wardrobe: Muaré, designed by Karen Giga
Wardrobe Assistant: Juan Felipe Montoya
Makeup: Laura Velásquez
Makeup Assistant: Dayanna Paredes
Head of Production/Pre-Producer: Otro Level Producciones, Fabio Vallejo, Angela Murcia
Field Producer and Locations: Andrés Murcia
Production Assistants: Sebastián "Chachán" Díaz, Luís Sierra, Ariel Pontón, Andrés Riveros
Art: Maya Arte y Diseño, Cesar Maya, María Alejandra López
Product: Anonymous Films, Claudia Chaparro, William Chaparro
Catering: Jaime Catering
Transportation: Leandro Briceño, Transportes Pabón
Post-Production: Cerebro Post
Audio and Music: DC Producciones, Diego Caceres
PR Agency: AdverPR
