A Simple Way to Capture Authentic Customer Reactions

In marketing, authenticity is one of the most powerful tools you have. Customers trust real reactions far more than polished advertisements. One of the simplest ways to capture that authenticity is by borrowing a concept from one of the most famous marketing campaigns ever created, the Pepsi Challenge.

In the 1970s and 80s, Pepsi invited people to taste two colas without knowing which brand was which. The results were filmed and shared with the world. The reactions were genuine, spontaneous, and powerful.

Today, small businesses can use that exact same concept to create engaging, authentic video content using nothing more than a smartphone.

The Idea: Blind Product Reactions

The concept is simple.

Have customers try your product or service without telling them what it is. Then film their reactions as they experience it for the first time.

Because they don’t know what to expect, their reactions tend to be more honest, more surprised, and more entertaining.

And those reactions make great video content.

Why This Works So Well

There are a few reasons this type of video performs so well online.

1. It feels real

People trust genuine reactions. When viewers see someone honestly surprised or impressed, it carries more weight than a scripted testimonial.

2. Curiosity hooks the viewer

When people watch a blind test, they naturally want to see what happens next. That curiosity keeps them watching.

3. It creates entertainment, not just advertising

Instead of feeling like a commercial, it feels like a fun experiment.

How to Film This With Just Your Phone

You don’t need a production crew to make this work. A simple phone video can be perfect because it keeps the content feeling natural.

Here’s a simple setup:

Step 1 — Set up your phone camera

Use a tripod or lean your phone against something stable. Vertical video works best for social media.

Step 2 — Explain the challenge

Tell the participant they’re about to try something without knowing what it is.

Example:

“We’re going to let you try something, but you can’t see it yet. Tell us what you think once you taste it.”

Step 3 — Capture the reaction

Film the moment they try it.

Ask simple questions like:

* “What do you think it is?”

* “What does it taste like?”

* “Would you buy it?”

Step 4 — Reveal the product

At the end, show them what it actually was.

That reveal moment is often the best part.

Businesses That Can Use This Idea

Almost any type of business can use this concept.

For example:

Restaurants & Cafes

Blind taste test a new menu item.

Bakeries

Have customers try a mystery pastry.

Coffee Shops

Ask customers to guess the roast.

Service Businesses

Show a “before and after” reaction when someone sees their car detail, haircut, or home cleaning.

Retail Stores

Let customers guess the price or brand of a product.

The possibilities are endless.

What Makes the Video Work

Focus on capturing real moments, not perfect production.

The best clips usually include:

* A surprised facial expression

* Someone guessing completely wrong

* Laughter

* Someone saying “Wow, that’s actually really good”

Those unscripted moments are what make the video shareable.

Simple Video Structure

Your video can follow a very simple format.

Hook (First 3 seconds)

“We’re doing a blind taste test with our customers today.”

The Challenge

Customer tries the product.

The Reaction

Honest thoughts and guesses.

The Reveal

Show the product and capture their reaction.

That’s it.

Most of these videos will only be 30–60 seconds long.

Why Small Businesses Should Be Doing This

Small businesses often think they need expensive marketing to compete.

But in reality, simple authentic videos often outperform high-budget ads.

A phone, a customer, and a genuine reaction can produce content that people actually enjoy watching.

And the more entertaining your content is, the more likely it is to be shared.

Your Challenge This Week

Try filming three blind reaction videos this week.

They could be:

* A new product

* A popular product

* A product people often overlook

Post them on Instagram Reels, TikTok, or Facebook.

You might be surprised how much engagement a simple idea can generate.

Final Thought

Some of the best marketing ideas aren’t new.

They’re simply classic ideas used in a modern way.

The Pepsi Challenge proved that people love to watch real reactions.

Now it’s your turn to bring that idea to life for your own business.

And all you need to start is your phone and a curious customer. 📱🎬

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit joehancock1.substack.com