The new positioning, which falls under the banner strapline “Live for Now”, will reflect market research insight that claims Pepsi fans around the world “desire to capture the excitement of now”, the company says. It is Pepsi’s first ever global campaign.
Marketing activity will include global TV, press and outdoor campaigns and music events.
The company is also partnering with Twitter in the US as part of the push to livestream music concerts to its followers – something that has not been done on the social network before, Pepsi says.
Simon Lowden, chief marketing officer for PepsiCo’s beverages, says: “The ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand and is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artists and entertainment properties.”
The campaign forms part of PepsiCo’s intended additional $600m (£369m) investment on marketing this year on a dozen of its brands.
It is hoped the first global campaign for the Pepsi flagship brand will help it become more competitive with biggest rival Coca Cola, to which it has lost market share in recent years. Diet Coke overtook Pepsi to become the world’s second biggest soda brand, behind the Coca-Cola flagship brand, in 2010 according to Beverage Digest.
Coca-Cola has also focused much of its recent marketing activity around music and last year told Marketing Week that it aims to make its music marketing platform an “established music brand” in its own right.
Mark Ronson and Katy B are featuring heavily in Coca-Cola’s Olympic marketing push, dubbed ‘Move to the Beat’.
Pepsi’s global campaign was created with a multi-disciplinary team of Omnicom agencies including: Alma, BBDO Worldwide, OMD, Organic, TBWA Worldwide and TracyLocke Partners.