It used to be easy to be a soft drink brand. Sure, the competition between market leaders, Pepsi and Coca-Cola, was fierce but their audience was huge and new customers were being born every day. That has changed. Millennials have turned away from sugary drinks and Gen Z-ers are following in the wake. According to a presentation by global market research company, Mintel, last year, 25% of teens between fifteen and seventeen are concerned about staying healthy and 49% think that soft drinks are not healthy. Soft drinks are becoming occasional indulgences, while coconut water, kombucha, energy waters, sports waters and juice-infused waters jostle to take most advantage of their newly-found popularity.
Pepsi isn’t sitting on its hands waiting to be overtaken, though. It is fighting back with a new tagline, new packaging, a jingle (and “musical mnemonic”) by international pop group, Now United, and a series of 15-second music-enlivened spots for TV and digital, supported by OOH advertising.
The brand has replaced its seven-year-old global tagline, Live For Now, with For The Love of It. (Does this make you, too, think of the tagline of another brand fighting the current health and wellbeing mindset, Macca’s?) The line is being used as the hashtag, # ForTheLoveOfIt, in social media and is being adopted in campaigns in 100 markets throughout the world, but not in the US where Pepsi ads run without a tagline.
Pepsi worked with AMV BBDO to develop the new line and campaign. Goodby Silverstein & Partners manages Pepsi’s US advertising. The new US Pepsi ad, based on the 2016 film, The Arrival, and starring William H. Macy, made its debut at the Golden Globes on January 7. Both agencies are part of Omnicom.
Now Unlimited creator, Simon Fuller, worked with Pepsi to develop the new jingle, which was recorded by Now Unlimited with fourteen singers and dancers from fourteen different countries.
“For the Love of It is our rallying cry, proudly saying to go all in for the things you love,” stated Roberto Rios, senior vice president global marketing at PepsiCo.