challenge

[LenaK1]

Подскажите, коллеги, как в данном случае перевести слово challenge

So far, MacCoffee has been promoted as a modern dynamic brand with a strong masculine character. Its communication has been dominated by humor, sexiness and male values. The agency’s objective is to make the brand equally attractive both to men and women, without making it lose its modern character, and maintain its 2 major values: leadership and the challenge that the brand presents for everyone else.

[10-4]

превосходство и адресованный всем вызов.

[Пан]

ведущая роль и ...