The iconic Pepsi Challenge is coming to Jackson this weekend as part of its HBCU Tour, setting up at Veterans Memorial Stadium on Saturday.

The Pepsi Challenge is a blind taste test first launched in 1975, where participants are given two unmarked cups – one with Pepsi and the other with a competitor like Coca-Cola – and asked which they prefer. The campaign was designed to show off the number of people who favor Pepsi’s flavor when brand labels aren’t visible, and it quickly became a centerpiece of the “cola wars.”

In recent years, Pepsi has revived the challenge in new forms, including the HBCU Tour, where fans can sample Pepsi Zero Sugar and Pepsi Zero Sugar Wild Cherry against rival drinks. This weekend’s event at the Vet will run from 10:30 a.m. until 1:30 p.m. before Jackson State

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