Soft drinks giant Pepsi has unveiled a new marketing platform and tagline, For the Love of It.
The beverage company will release For the Love of It contents throughout 2019 in more than 100 countries.
“We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are,” said Roberto Rios, senior vice president, Marketing, Global Beverage Group, PepsiCo.
“For the Love of It is our rallying cry, proudly saying to go all in for the things you love – from passions and interests like football and music, to unabashedly enjoying one of life’s favorite treats – Pepsi.”
Pepsi said in a statement that music has been at the core of the brand and For the Love of It aims to continue this legacy and inspire today’s music generation to live their passion. The soft drinks giant is collaborating with music industry legend Simon Fuller’s pop group Now United.
Now United is a new pop group with 14 singers and dancers from different countries including China, Philippines, Brazil, Russia, India, etc. The pop group will record a refreshed Pepsi jingle and the brand’s new musical mnemonic used for the For the Love of It trademark.
“Pepsi has a unique track record in supporting new music talent, as they did when we first worked together on Spice Girls and are doing again with Now United. Their For the Love of It campaign reflects so many of the positive values which are present in Now United and I know they will inspire and enable the group and their global fan base to embrace their passions like never before,” said Fuller.
