The company paid less attention to its biggest brand after it slipped to No 3 in US soda sales last year, trailing Coke and Diet Coke. The strapline for the new campaign is ‘Summertime is Pepsi time’.
The report goes on to say that PepsiCo will spend about 30% more this year on TV advertising for its North American beverages, with a ‘big focus’ on cola.
In addition to the summer ad campaign, Pepsi will be involved with Simon Cowell’s X Factor,’ resulting in a $60m sponsorship deal. The company also recently launched new TV ads for Diet Pepsi and Pepsi Max.
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