Pepsi Revives Global Marketing Plan Spotlighting Celebrity-Filled Soccer Ad
Pepsi gears up for a revitalized global brand identity called "Thirsty for More," aiming to establish itself as the preferred beverage for daring and adventurous young consumers worldwide.
PepsiCo officially announced this new direction in a statement, targeting a demographic they've dubbed "Generation Thirsty." This innovative creative north star will serve as a unifying force behind their advertising ventures beyond the U.S.
Ad agencies in each respective market will generate ads, content, and experiences that embody this positioning, with an emphasis on tapping into the passions surrounding verticals such as sports and music. In the United States, Pepsi will continue its run with taglines like "That's What I Like" and "Better With Pepsi."
Behind the Scenes
What makes "Thirsty for More" significant is Pepsi's broader aim to connect with younger generations. Historically, Pepsi has participated in numerous campaigns and collaborations that showcase an intent to appeal to this demographic.
For example, the Pepsi Crashers' initiative focuses on grilled foods and community settings, resonating with younger generations' appetite for social experiences and shareable moments. Additionally, Pepsi's recent partnerships, like the one with Formula 1, reflect a strategy to engage audiences through high-profile events and cultural touchpoints.
Digital platforms, such as TikTok, Instagram, and YouTube, serve as crucial channels for Pepsi to reach younger consumers with interactive content and promotions. In essence, "Thirsty for More" seems to leverage these elements to create a vivid brand image that appeals to younger consumers seeking more experiences and connections.
The specifics of "Thirsty for More" may be scant in the search results, yet it's clear that this strategy capitalizes on Pepsi's rich history of engagement with sports and entertainment, aiming to captivate the adventurous spirit of "Generation Thirsty."
Investing in sports events like football could be a strategic move for Pepsi, given their broader aim to connect with younger generations, as they demonstrate an interest in such verticals. This approach could also align with their partnership with Formula 1, positioning Pepsi as a preferred beverage for the daring and adventurous young consumers, similar to "Generation Thirsty."
