Pepsi has launched a new global marketing platform spanning more than 100 countries as it looks to “celebrate the pop and fizz of the cola like never before”.
Called For The Love Of It, the campaign sees Pepsi join forces with music industry manager Simon Fuller on his latest venture Now United, a new pop concept with 14 singers and dancers from as many countries.
The group will record a refreshed Pepsi jingle while the brand will develop experiences and content targeted at Now United fans as the group embarks on a world tour.
Throughout 2019, the For The Love Of It visual identity and jingle will be brought to life through design-led packaging, out-of-home artwork as well as commercials and digital content distinct to each of the brand’s offerings.
In a statement, Pepsi said: “For decades music has been at the core of the Pepsi brand and For The Love Of It aims to continue this legacy and inspire today’s music generation to live their passion.”
Roberto Rios, senior vice president, marketing, global beverage group, PepsiCo, said: “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.
“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 favourite treats – Pepsi.”
Simon Fuller added: “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.”
The latest campaign follows on from Pepsi Generations which was launched last year and focused on the brand’s pop culture history through advertising and featured a limited-edition packaging redesign.
© FoodBev Media Ltd 2020