Alexandra Deabler is a Lifestyle writer and editor for Fox News. “The new tagline is an ode to our most loyal Pepsi drinkers, who like what they like and live their lives out loud, without worrying what others think,” said Todd Kaplan, vp of marketing for Pepsi. Want to read this article and others just like it? The Pioneer Foods acquisition is key to PepsiCo’s growth strategy across the entire African continent. This broad tagline is based on hundreds of insights from talking with its consumers, who the drinks giant found like living life to the fullest, and in particular, North America's growing Hispanic populace. Amazon to Stream NFL Playoff Game as Providers Position for Long-Term Deal, Shop The Top Prime Day TV Deals Before They Sell Out! 1939–1950: "Twice as Much for a Nickel" 1949: "Pepsi Cola P-E-P-S-I (spelled out), that's your smartest cola buy." The campaign will also come to life across social and digital extensions, refreshed out-of-home advertising, point-of-sale and retail creative. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink. Features providing insights into the marketing industries. ©2020 FOX News Network, LLC. 75% of The Drum Magazine readership are senior management or above. Kaplan said that the new campaign and tagline are “really anchored in all of these truths”. The new TV ads, ‘Glow Up’ and ‘Fade Away,’ by Goodby, and ‘DJ BBQ,’ ‘Subway,’ and ‘Lavandería,’ by Alma, spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers, like the fan at a basketball game that dances with abandon, or the airport worker who waves his guiding flashlights in unison with the song in his head. The survey found that Pepsi drinkers are two times more likely to clap at the end of a movie, two times more likely to cheer loudly at a rival sporting event, and three times more likely to belt out a song at karaoke. The soft drink brand has debuted “That’s What I … Get Stuff." © Carnyx Group Ltd 2020 | The Drum is a Registered Trademark and property of Carnyx Group Limited. “These are people who live lives out loud, without worrying about other things,” says Todd Kaplan, vice president of marketing of marketing for Pepsi. The new slogan then pops up on the screen to remind us all that it's okay to like Pepsi, and to dance in public. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer [insights] that have enabled us to fine tune our brand communications in a meaningful way” that resonates with consumers. 1967â1969: "(Taste that beats the others cold) Pepsi Pours It On". Pepsi is gathering its many offshoots together in advertising as the soda business may have found a new base. +3. By Staff Writer Last Updated Apr 2, 2020 6:37:47 AM ET. 1 on All of Cable, Brand Marketers From Hershey’s and T-Mobile Share Insights on a Data-Driven Approach to Advertising, Why Cole Haan Partnered With Slack to Make a Pandemic-Era Shoe, 5 Reasons to Be Happy About the Future of Advertising, Contextual Targeting for the Cookie-less Future, When You Can’t Trust Your (Historical) Data, Jordan Abbott, Chief Data Ethics Officer, Acxiom, Curt Blattner, VP of Channel Partners, Adstra. The brand says the new tagline “is derived from and inspired by loyal Pepsi drinkers who proudly like what they like without worrying about what others will think.”. Pepsi is known for previous iconic taglines such as ‘The Choice of the New Generation’ and ‘The Joy of Cola’ and the new tag ‘That’s What I Like’ will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi ads and promotions indefinitely, beginning with the rollout of five new national television commercials. In Pepsi ads, Coke was seen as the stodgy brand tied to history and tradition, while Pepsi was portrayed as the choice for younger, active consumers. New ads set to debut this weekend during the NFL Wild Card games and NBC’s Golden Globes telecast will show people cutting loose on the subway; at a sports game; and even while working at an airport. Pepsi is kicking off 2020 with a new tagline that encourages consumers to tune out the haters and live life unapologetically. Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. Two decades after Pepsi last launched a new tagline in the US, it has ushered in 2020 with a tag and campaign called ‘That’s What I Like’.. (PepsiCo), CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTER. Uniting all the Pepsi brands under a single mantra helps define the drinks against a wider field of rivals. Pepsi drinkers are “passionate and loyal. Kaplan said the tagline was derived from consumer feedback provided in the brand’s 2018 quantitative survey of frequent Pepsi drinkers vs. infrequent or non-Pepsi drinkers, conducted by agency Goodby Silverstein & Partners. Subscribe today and be educated, entertained and empowered. - Credit by Pepsi, © 2020 Adweek - All Rights Reserved, Adweek Fastest Growing: The Virtual Celebration, Building and Growing an Engaged Community in a Virtual World 2020, 2020 Murrow Awards: ABC News Wins Overall Excellence; CBS Evening News With Norah O’Donnell Wins Best Newscast, Xbox Releases Epic Ad for Its New Consoles as High-Stakes Holiday Shopping Season Nears, Friday, Oct. 9 Scoreboard: Tucker Carlson’s Hour—Featuring Trump’s Covid Interview With Dr. Marc Siegel—Is No. Pepsi is a carbonated soft drink manufactured by PepsiCo. That decision may reflect a reality of the soda business. All market data delayed 20 minutes. They’re a critical audience for us because they’re the next generation of Americans who are tapped into the next big thing,” said Kaplan. See the spots by clicking on the Creative Works box below. In 2018, the volume of carbonated soft drinks sold in the U.S. dipped only marginally, according to Beverage Digest, after more than a decade of bigger declines. January 2, 2020 Pepsi is kicking off 2020 with a new tagline that encourages consumers to tune out the haters and live life unapologetically. Two decades after Pepsi last launched a new tagline in the US, it has ushered in 2020 with a tag and campaign called ‘That’s What I Like’.. ", The new tagline will launch with five commercials airing this weekend. Beginning this weekend, Pepsi will air select “That’s What I Like” spots during the NFL Wild Card games and NBC’s telecast of the Golden Globes on Sunday. Take a fresh approach to raising your profile with potential clients. Reservations Sold Out in 30 Minutes. The Latest news for the marketing & media industries. “That’s What I Like” is Pepsi’s first U.S.-based tagline in more than two decades, joining the likes of “The Joy of Cola” and “The Choice of the New Generation.” The tagline also follows “For the Love of It,” a global tagline and design Pepsi introduced in 2019. (iStock), The brand now claims it will be sticking to the “unapologetic” new “That’s What I Like” slogan across all of its Pepsi varieties “indefinitely.”. ", 1984â1988 and 1990â1991: "Pepsi. “The growing Hispanic consumer in this country is a critical consumer. In addition, Pepsi is rolling out five national TV commercials in the coming days during NFL Wild Card Games and the 2020 Golden Globes Telecast. Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. When you look at the core consumer group, within that target is the ‘fusionista’ group – bi-cultural Hispanics, they live this 200% lifestyle, fully maintaining their Spanish heritage while also embracing American culture, which means they celebrate fully their two cultures, which means they’re fully immersed in English language and Spanish language programming across the board. This weekend, Pepsi will air select ‘That’s What I Like’ commercials nationally during the NFL Wild Card games and the Golden Globes. ", 1949â1950: "Pepsi Cola hits the spot, two full glasses, that's a lot", 1950â1957: "Any Weather is Pepsi Weather", 1959â1960: "The Sociables Prefer Pepsi", 1961â1964: "Now It's Pepsi for Those Who Think Young" (jingle sung by Joanie Sommers), 1964â1967: "Come Alive, You're in the Pepsi Generation" (jingle sung by Joanie Sommers). The beverage giant today is unveiling five different commercials all aimed at burnishing its latest slogan, “That’s What I Like.” In all of the spots, crafted with Omnicom Group’s Goodby Silverstein & Partners and Alma, an ad agency that specializes in multicultural audiences, ordinary people find the sound of opening a Pepsi can spurs them to dance and carry on in public – as if no one else were watching (in reality, they are). Pepsi is switching things up with a brand new tagline to kick off the decade. 5 Tips for Pivoting to a Digital-First Strategy During Covid-19 (and Beyond), Advertisers Need to Go Beyond What Is Legal to Do What’s Right, By Jordan Abbott, Chief Data Ethics Officer, Acxiom, Use Content Creatively to Build Consumer Connections With 5G, Prepare Yourself Now to Navigate the Future of Secure Data Sharing, By Curt Blattner, VP of Channel Partners, Adstra, {"taxonomy":"","sortby":"","label":"","shouldShow":""}, The new tagline will appear in Pepsi ads indefinitely. Over the years brands such as Pepsi change their logos and marketing slogans. 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This article is about: North America, Pepsi, Goodby Silverstein & Partners, Creative, Advertising, Brand. However, it was time and again used along with other secondary slogans such as “The Great National Temperance Drink” in the 1890s and ‘Good to the Last Drop’ during the 1900s. Helping publishers increase engagement, improve monetization and drive new audiences. Hit the C-suite spot. As always, the new commercials from Pepsi have a heavy emphasis on music — featuring singles from Shakira, Missy Elliott, Idris Elba and more. Basic membership is quick, free and you will be able to receive daily news updates. "We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans," according to a Pepsi executive. Plus, there’s a hilarious “DJ” ad. Pepsi executives were happy with 2019 performance, says Kaplan. or redistributed. This catchy Pepsi Jingle "Say Pepsi …
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