Pepsi unveils new global campaign
Soft drinks giant said in a statement they have encouraged consumers for decades to have fun, live out loud and enjoy life to the fullest. Pepsi has created memorable moments across generations that have shaped culture and still generates interest from consumers today.
“Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation,” said Chad Stubbs, vice president, Marketing, Pepsi Trademark, North America. “2018 will be a year to celebrate the past while embracing the future; always reminding consumers to do what they love and have a little fun in their lives.”
The “Pepsi Generations” campaign will celebrate the best moments of the past, create new iconic moments for today and set the stage for an exciting future, allowing the soft drinks brand to be the choice for decades to come.
The campaign kicks off in February with the debut of an in-game advertisement during Super Bowl LII and the Pepsi Super Bowl LII Halftime Show, as well as a Pepsi Generations Live pop-up that will be at cultural moments across the US throughout the year, starting with the Super Bowl in Minneapolis. Pepsi Generations comes to life at the point of purchase with the limited-time introduction of retro packaging as well as the return of the Pepsi Stuff loyalty program.
The Pepsi Generations campaign will roll out in more than 55 markets around the world across the full Pepsi portfolio – Pepsi, Pepsi Zero Sugar and Diet Pepsi – throughout 2018.
To introduce the Pepsi Generations campaign, the brand will air a 30-second in-game advertisement called “This Is the Pepsi” during Super Bowl LII featuring iconic celebrities of the soft drinks’ past and present, including a new take on the famous 1992 Pepsi Super Bowl advertisement starring Cindy Crawford and this time, also her son Presley Gerber.
“To this day, people come up to me to talk about how much they loved my original Pepsi spot from ’92,” said Crawford. “The commercial was a big moment for me and has spanned generations. I am proud to play a role in this iconic pop-culture phenom and excited for fans to see our new take on the Pepsi spot during Super Bowl.”
Additional details around the advertisement will be released in the coming weeks.
With a nod to its legacy, Pepsi is reintroducing its iconic vintage design on regular products for a limited time. Beginning January 29, the retro packaging pulled straight from the brand’s archives will be available at major retailers nationwide in 2-liter bottles, 20-oz. bottles and 12-oz. can 12-packs. This packaging release in select markets around the world will be the first in a series of limited-edition packaging unveiled in 2018 across the trademark, including Pepsi, Pepsi Zero Sugar and Diet Pepsi.
Pepsi will present a series of pop-up exhibits in the US throughout the year featuring pop-culture milestones in Pepsi history. Pepsi Generations Live pop-up exhibits will guide fans through the evolution of how Pepsi’s history has connected with people over generations.
The pop-up will also feature a trophy presentation for the 2017 Pepsi NFL Rookie of the Year award. Pepsi, together with exclusive program partner Circle K, will announce the winner on Friday, Feb. 2. Fans can vote for one of the five finalists in NFL.com/rookies through Thursday, Jan. 25 to determine the winner. The five finalists were selected for their outstanding performances throughout the 2017 NFL season. This is the 15th year the brand will present the Pepsi NFL Rookie of the Year award.