Next month, Pepsi officially kicks off its 2018 global campaign, a throwback to some of its best moments in marketing combined with a blend of fresh, iconic branding.
Perhaps one of the most anticipated moments of the “Pepsi Generations” campaign is the return of supermodel Cindy Crawford. He first appearance in a Pepsi spot in 1992 turned the world on to her undeniable sex appeal. Crawford will appear in a new 30-second, in-game spot during Super Bowl LII on Feb. 4, that debuts the campaign. The ad, “This Is the Pepsi,” recreates Crawford’s 1992 now classic commercial, but with an added twist, the appearance of her son Presley Gerber.
It’s a big bet—brands pay roughly $5 million for a 60-second spot—to revive slumping sales for Pepsi. Last year, Pepsi was benched in favor of LIFEWTR for the Super Bowl spot as consumers turned to healthier beverages. However, the company said it may have put too much marketing emphasis on healthier beverages and planned to move marketing dollars back to Pepsi and Mountain Dew, the WSJ reported.
The campaign, which will also feature other celebrities that have been part of Pepsi’s marketing in the past, rolls in 55 markets across the globe and will include live pop-ups at various events across the U.S. beginning with the Super Bowl in Minneapolis. The events will guide fans through the evolution of how Pepsi’s history has connected with people over generations.
In stores, “Pepsi Generations” will promote a limited-time introduction of vintage packaging, as well as the return of the Pepsi Stuff loyalty program.
“Since our brand was founded more than a century ago, Pepsi has stood for a youthful spirit and the choice of a new generation,” Chad Stubbs, vice president, marketing, Pepsi Trademark, North America, says. “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.”
The campaign announcement comes just one day after Coca-Cola Co. announced that its Diet Coke brand was being “restaged” with sleek new packaging and four new feisty flavors.
The Pepsi Super Bowl Halftime Show is headlined by superstar Justin Timberlake. At PepsiHalftime.com fans can get a behind-the-scenes look into Timberlake’s journey to the halftime show. A social media campaign, #PepsiHalftimeLive, offers the chance to win sideline passes to see Timberlake perform at the Super Bowl.
Pepsi Stuff, the U.S. loyalty program first released in 1996, is making a comeback. Similar to the first Pepsi Stuff campaign, fans can earn points to redeem for items like vintage T-shirts, LED signs and coolers. Check out the teaser spot.