‘Live for Now’ will invite 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, events and partnerships, according to the company.
The multi-year campaign will launch first in the US and begin to roll-out globally throughout 2012.
Brad Jakeman, president, global enjoyment brands, PepsiCo, said: “‘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.
“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 mind-set 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.”
Source: PepsiCo
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