A change two decades in the making, Pepsi US has announced a new tagline for the American market: That’s What I Like. Previous iconic taglines include ‘The Choice of the New Generation’ and ‘The Joy of Cola’. The new tagline will appear across Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions, beginning with the rollout of five national television commercials.
The campaign is derived from and inspired by Pepsi’s most loyal drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether it’s clapping at the end of a movie, wearing an over-the-top costume for the fun of it, or simply enjoying a Pepsi.
“We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans, with a music-forward expression to pinpoint the feeling our consumers have when they genuinely enjoy themselves in an uninhibited way,” said Todd Kaplan, Vice President of Marketing at Pepsi.
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“We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer,” said Joe McHugh, Senior Director, Insights & Analytics, Pepsi. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer learnings that have enabled us to fine-tune our brand communications in a meaningful way that resonates with our unapologetically passionate and loyal Pepsi drinkers.”
The new TV ads, ‘Glow Up,’ ‘Fade Away,’ ‘DJ BBQ,’ ‘Subway,’ and ‘La Lavandería,’ spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers. The new advertisements have been created by Alma and Goodby Silverstein & Partners.
Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties to reach Pepsi’s fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.
Down memory lane
‘The Choice of the New Generation’ and ‘The Joy of Cola’ are two of the most popular taglines launched for the US market by Pepsi. Numerous advertisements were launched under these taglines in the pre-social media era. One of the most famous among these had featured Micheal Jackson.
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