- Pepsi is returning to the Super Bowl with a new ad that promotes its Zero Sugar product.
- In “The Choice” spot, directed by Academy Award–winning filmmaker Taika Waititi, a polar bear chooses Pepsi in a blindfolded taste test.
- Pepsi teased the theme with creator Sportsball, explaining the original 1975 Pepsi Challenge and the 2025 revival The Pepsi Paradox.
Pepsi Zero Sugar made its Super Bowl debut in 2017 with the Lady Gaga Pepsi Zero Sugar Super Bowl Halftime show. In 2023, the brand ran a spot for the product that starred Ben Stiller and Steve Martin. Last year, Pepsi celebrated the 50-year anniversary of the Pepsi Challenge with a Pepsi Challenge-themed ad. This year, the brand is applying this classic challenge to Pepsi Zero Sugar.
“Our Super Bowl LX strategy is to spotlight Pepsi’s proven taste advantage and bring it to culture in a bold, challenger driven way that provokes America to rethink their cola choice,” said Gustavo Reyna, vice president of marketing at Pepsi. “The Choice uses a simple truth – when labels disappear, people choose Pepsi Zero Sugar.”
The brand is leaning into the Zero Sugar product as consumers lean in to “better-for-you” “healthy soda” alternatives to traditional sodas. The category is now a $1.8 billion business, with an 83% year-over-year dollar sales increase in 2025, per a report from Circana.
“We are leaning into Pepsi Zero Sugar because consumer demand for zero sugar colas is accelerating, and Pepsi Zero Sugar is outpacing the entire category,” said Reyna.
In 2025, Pepsi Zero saw a 30% growth and gained more than one million new households.
“Zero Sugar is now one of the biggest growth opportunities in cola, and we’re putting our fastest growing product on the biggest stage to reinforce a simple truth: people want great taste without compromise,” Reyna continued.
Beyond the Super Bowl, the effort will include creator content, nationwide polar bear appearances, podcast integrations and Pepsi Challenge kits.
