In April 2012, the director of marketing for Pepsi Beverages Canada assessed the launch plans for the year's version of what had traditionally been called the Pepsi Challenge. Now called the Pepsi Ultimate Taste Challenge, the goals of the campaign were very aggressive and, of course, a Coke versus Pepsi battle was always difficult. The novelty for summer 2012 was the emphasis on social media, and the interaction between social media and the Ultimate .....more