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May 02, 2012, 02.41 PM IST
In the 1980s Michael Jackson pitched it as "the choice of a new generation." In 1990 Ray Charles told people they "had the right one, baby." Now, Pepsi wants people to "Live for Now." A multi-year campaign featuring that tagline will start on Monday in the United States.
A multi-year campaign featuring that tagline, as well as various online components, ads and partnerships will roll out globally for the cola brand this year, starting on Monday in the United States. The campaign is the biggest evidence to date of a renewed focus on marketing at PepsiCo, which has faced pressure from Wall Street to improve North American beverage sales. The company is spending an additional $500 million to $600 million this year on marketing a dozen of its brands, starting with its flagship cola. "PepsiCo is two letters away from Pepsi," said Brad Jakeman, chief creative officer of PepsiCo Beverages Americas. "It needed attention first ... It's the 800-pound gorilla in the room." Jakeman, who hails from Australia, joined PepsiCo last year from video game maker Activision Blizzard Inc |
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