Pepsi has announced the launch of Pepsi Generations, a new global advertising campaign which will focus on the brand’s pop culture history through advertising, a limited-edition packaging redesign, the reintroduction of the Pepsi Stuff loyalty scheme and various pop-up exhibits.
The campaign will be introduced in 55 countries throughout 2018, and will encompass Pepsi’s full product range.
Pepsi 12oz can with limited-edition retro packaging ©PRNewsfoto/PepsiCo
The introduction of the redesigned packaging will be the first stage of the campaign. From 29 January, redesigned 12oz cans, 20oz bottles and 2-litre bottles will be available nationwide in the US.
An in-game advert during Super Bowl LII will be the second stage of the new campaign, and Pepsi will also sponsor the Super Bowl half-time show, which will feature a performance by Justin Timberlake.
The advert will feature Cindy Crawford, who starred in an advert for the brand in 1992, and her son Presley Gerber. The brand claims the 30-second advert will be “a new take” on the 1992 ad.
1996 saw the introduction of the Pepsi Stuff loyalty campaign, and this will now be relaunched. The scheme gives customers the opportunity to win Pepsi merchandise such as t-shirts, LED signs and coolers with points redeemed from purchasing retro Pepsi packs.
Nationwide pop-up exhibits will also be a feature of the Pepsi Generations campaign, and these events will present various pop culture milestones the brand has experienced.
Chad Stubbs, vice-president, marketing, Pepsi North America said: “Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation.
“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.”
© FoodBev Media Ltd 2018