Pepsi is grabbing headlines with a new tagline and can design.
“For the Love of it” replaces the 7-year run for the “Live for Now” tagline. The global repositioning plays out with a new visual identity and jingle across 100 countries tapping into the brand’s global scale and power.
In a yearlong campaign, a collection of marketing content will champion the beverage to include expressive design-led packaging, disruptive out-of-home artwork, and powerful commercials and digital content distinct to each of the brand’s offerings, with the hashtag #ForTheLoveOfIt.
“ ‘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 favorite treats—Pepsi,” Roberto Rios, senior vice president, marketing, Global Beverage Group, PepsiCo said.
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Pepsi has long been associated with music as a core tie-in, and the new campaign will continue that legacy. Pepsi will join music legend Simon Fuller on his new pop concept Now United with 14 singers and dancers from as many countries with millions of followers across social media. The group will record a refreshed Pepsi jingle and the brand’s new musical mnemonic.
The partnership with Fuller is yet another example of a staple in Pepsi’s marketing tool kit—supporting emerging talent a global stage to promote their stories, share their art and connect them with new and existing fans. As the group tours, Pepsi will activate experiences along with a regular flow of content to keep the conversations going.
“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,” Fuller said.