Pepsi has unveiled its first global campaign, “Live for Now,” based on the brand’s new global positioning. The company conducted extensive global research, connecting with thousands of fans, and found Live for Now reflects the insight that Pepsi fans all around the world desire to capture the excitement of now -- a mindset that’s aligned with the brand’s DNA.
The multi-year campaign will invite and inspire Pepsi fans to live each moment to the fullest through a breadth of global, pop culture platforms, including relationships with music and entertainment brand evangelists, digital innovation, epic events and unique partnerships. It will launch first in the United States and begin to roll out globally throughout this year.
“Live for Now is considerably more than a positioning statement or a single ad creative – it is the central governing idea for the brand globally,” said Brad Jakeman, president, global enjoyment brands for Purchase, N.Y.-based PepsiCo. “Pepsi has always inspired people to embrace the ‘now’ by being at the epicenter of, and helping to define, pop culture. Live for Now embodies a mindset that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system.”