{PepsiCo Ad Campaign

By: Naomi Cabrera, Mike O’Neil & Samantha Solimini

History

From This

To This

All The Way To This

To The Present Day Of This

The Evolution of Pepsi Logo

What makes Pepsi…Pepsi?

Celebrity Endorsement

Social Media & Sponsoring

Innovation, Artistry, YouthChange & time

Campaign released April 30th, 2012 More clearly defines what Pepsi

represents “Live for Now” is meant to inspire Pepsi

fans to live each moment to the fullest through a breadth of global, pop-culture platforms including music/entertainment icons, digital innovation, grand events, and unique partnerships

“Live for Now”

Nicki Minaj has been a spokesperson for “Live for Now”

After executives heard the lyrics to Nicki Minaj’s song “Moment 4 Life” they felt they related to their new tagline

Joe Jonas has also been named a spokesperson for the new campaign

Celebrity Partnerships

“Pepsi Pulse” platform is an interactive dashboard operating in real time serving pop culture content that ranks tweets, pictures and news from the world of entertainment by popularity

Pepsi.com is the headquarters for Pepsi Pulse – making Pepsi Pulse it’s homepage

Covered in tweets regarding Pepsi as well as hit TV show “Xfactor,” which is sponsored by Pepsi

Pepsi PulseA digital embodiment of “Live for Now”

“Live for Now” embodies the following branding construct approaches:

Spirit – by characterizing a sense of self and enthusiasm

Attitude – by coming off as chic and cool

Wholesomeness – by developing a route that suggests clean living, common sense and virtuous lifestyle

Values – by containing a value that people respect and one that can be expressed in the brand strategyBranding Construct

Approaches

“’Live for Now’ is the central governing idea for the brand globally” -Brad Jakeman, president of Global Enjoyment Brands PepsiCo

“The ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand and is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artists and entertainment properties”

- Simon Lowden, Chief Marketing Officer for PepsiCo