PepsiCo Beverages Canada has returned the Pepsi Taste Challenge—a campaign that was first rolled out in 1976 as a strategic move in a continuous competition with Coca-Cola.

Photo: the taste challenge on the Samsung tablet

That time Pepsi challenged consumers to take a blind taste test and see what they choose—Pepsi or Coke. According to PepsiCo, more Canadians preferred the taste of Pepsi, even if they said they normally like Coca-Cola more. Last month, Pepsi launched the ‘Internet Taste Challenge’ for users to ‘taste’ its new Pepsi NEXT online.

The 2012 Pepsi Ultimate Taste Challenge uses innovative technologies to help the company bring it to 1.5-million Canadians nationwide. This summer, a big rig truck will be touring the country, and there will be regional executions at more than 1,000 events. To make the new experience more interesting, Pepsi has teamed up with Samsung and will use Samsung SUR40 for Microsoft Surface, a giant 40-inch screen tablet that will allow people to choose and see the beverage of their choice—Pepsi, Diet Pepsi and Pepsi MAX.

Two TV commercials support the campaign. The first, a 30-second spot created by BBDO Toronto and called ‘Earl 2.0’ already debuted on Sunday, May 20 during the 2012 Billboard Music Awards. The ad features a Coca-Cola truck driver that through a series of fun events chooses Pepsi, not Coke.

Consumers will be able to track the results of the challenge and schedules of upcoming sampling events on the Pepsi Canada Facebook page. They will also have the chance to win prizes playing an online game. Weekly prizes include tablets, LED TVs, smart cameras, home theatre systems as well as a grand prize that includes $5,000 cash.

Earlier this year, PepsiCo announced it would increase its marketing budget this year by $500-million to continue building the brand in the highly competitive sector of carbonated beverages. This month the company has launched its first ever global campaign, called ‘Live for Now’.