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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.