Pepsi is taking on the Cola Wars head-on in its Super Bowl LX spot, “The Choice,” directed by Academy Award–winner Taika Waititi. The 30-second ad centers on an unexpected hero—a polar bear—who steps into the iconic Pepsi Challenge and, with labels removed, chooses Pepsi Zero Sugar. Set to Queen’s “I Want to Break Free,” the moment sparks a funny, self-aware journey as the bear confronts decades of cola bias and embraces his newfound love for Pepsi.
The spot brings the Pepsi Paradox back to center stage: when taste is all that matters, consumers prefer Pepsi. Fifty years after the original Pepsi Challenge, the brand reinforces its claim with new data showing Pepsi Zero Sugar outperforming Coke Zero Sugar in blind taste tests nationwide. Bold, playful, and confident, “The Choice” reframes cola loyalty as a matter of taste—not tradition—and invites America to reconsider what’s really in their cup.
