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Pepsi celebrates ‘pop and fizz’ of cola as it shifts brand positioning

Marketing Week 08 Jan 2019 02:25

Pepsi has overhauled its marketing to make more of the unique attributes of cola, introducing a new global marketing platform and tagline that marks the first major change to the brand’s identity in seven years.

The tagline, ‘For The Love Of It’, will roll out across more than 100 countries throughout 2019 and aims to “celebrate the pop and fizz of the cola like never before”. It replaces ‘Live For Now’,  the brand’s first global strapline which was introduced in 2012, and will include out-of-home, TV and digital ads alongside a package redesign.

The new ads focus primarily on the cola drink, marking a break away from previous ads that have been centered around brand purpose. In 2017, Pepsi infamously sparked social media outrage with its Kendall Jenner advert, which was accused of trivialising the Black Lives Matter movement in the US.

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Roberto Rios, senior vice-president of marketing at PepsiCo, says: “We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are.”

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PepsiCoca-ColaPepsiCoRoberto RiosUK
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