A Pepsi New Zealand competition promising to send four people to the Running of the Bulls in Spain has been dropped amid outrage from animal activists.
The "Bromitment" competition offers to send a winner and three friends on an international trip worth $30,000.
Animal rights group Safe NZ campaigned against the inclusion of a trip to the Running of the Bulls in Pamplona as a prize. It claimed the event amounted to animal "torture", with frenzied bulls made to stampede through the town before being herded into a bullring and stabbed to death.
Hundreds of people posted complaints against Pepsi on Facebook and Twitter.
Pepsi announced on Friday it had withdrawn the bulls option.
Aisha Daji Punga, Pepsi's commercial director for New Zealand, said opposition was behind the decision and he apologised.
Safe NZ campaign manager Mandy Carter applauded the decision on its Facebook page.
" ... We congratulate the fact they recognised their mistake and made amends for it," she said.
