Beverage News

Pepsi launches first global campaign

Pepsi unveiled its first global campaign, titled “Live for Now,” based on the company’s new global positioning. Beginning in the United States, the multi-year campaign will roll out globally throughout 2012.

"Live for Now" will invite and inspire Pepsi fans to live each moment to the fullest through a breadth of global pop-culture platforms, including relationships with musicians and entertainers, digital innovations, events and partnerships, the company says.

"'Live for Now' is considerably more than a positioning statement or a single ad creative — it is the central governing idea for the brand globally,” said Brad Jakeman, president of Global Enjoyment Brands at PepsiCo, Purchase, N.Y., in a statement. “Pepsi has always inspired people to embrace the 'now' by being at the epicenter of, and helping to define, pop culture. 'Live for Now' embodies a mindset that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system."

Pepsi's global campaign launches in the United States this month with "Pepsi Pulse," an interactive digital platform that will operate in real time, providing pop-culture content, entertainment news and consumer incentives. Pepsi also is launching a version of Pepsi Pulse targeting bi-cultural and Hispanic consumers called "Mi Pepsi" that will feature relevant content for the audience.

As part of the "Live for Now" platform in the United States, Pepsi will present a series of exclusive pop-up Twitter-enabled concerts this summer featuring popular music artists. Additionally, Pepsi's Twitter music partnership will enhance consumers' music experiences and bring them closer to what is hot in music today. The Twitter partnership will kick off in the United States in early May.

The first "Live for Now" commercial will air on May 7. The spot features music artist Nicki Minaj's hit song “Moment 4 Life.” Minaj also has a cameo in the ad and is one of the many artists and entertainers with whom Pepsi will collaborate in the coming months. The ad campaign in the United States includes TV, radio, cinema and outdoor advertising, experiential as well as digital and social media platforms, according to the company.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

How beer brands are using social media to connect with consumers

Social media has become a buzzword for not just American consumers but also the business environment. Companies are turning to various social media channels to create brand awareness or possibly boost retail sales. Beer brands also are turning to social media to make their stories heard. Brand Chorus, a division of New York-based TippingGardner, conducted a Beer StoryScore Index for Beverage Industry. StoryScore is a quantitative measure of a brand’s storytelling through social management based on creativity, strategy and personality.

Click here to view infographic in PDF format.

2/18/15 2:00 pm EST

A Healthy Future: Analyzing the latest health and wellness trends in the beverage market

The beverage marketplace continues to evolve to meet new trends and regulations. Our expert speakers will share with you their insight on what health and wellness topics will be paramount for the future success in the beverage industry.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI March 2015

2015 March

The March 2015 Beverage Industry includes a cover story on Lagunitas Brewing Co., as well as articles on the 2015 Beer Report, cocktail mixology, and more. Check it out today!

Table Of Contents Subscribe

Beer Category Trends

What trend will have the greatest impact on the beer category?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!