Pepsi unveiled its first global campaign titled, “Live for Now,” based on the brand’s new global positioning. Pepsi conducted extensive global research, connecting with thousands of fans, and “Live for Now” reflects the insight that Pepsi fans all around the world desire to capture the excitement of now – a mind-set that is aligned at the very core with the brand’s DNA.
“Live for Now” will invite and inspire Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms, including relationships with music and entertainment brand evangelists, digital innovation, epic events and unique partnerships. The multi-year campaign will launch first in the United States and begin to roll-out globally throughout 2012.
Brad Jakeman, president, Global Enjoyment Brands, PepsiCo said, “‘Live for Now’ is considerably more than a positioning statement or a single ad creative – it is the central governing idea for the brand globally. Pepsi has always inspired people to embrace the ‘now’ by being at the epicenter of, and helping to define, pop-culture. ‘Live for Now’ embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system.”
Simon Lowden, chief marketing officer, Pepsi Beverages Company, added, “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. We are excited to be announcing a series of exclusive partnerships in the U.S. over the next few months that will breathe life into ‘Live for Now’ and offer one-of-a-kind experiences for our fans.”
Pepsi’s global campaign launches in the U.S. with “Pepsi Pulse,” the digital embodiment of “Live for Now.” The interactive digital platform will operate in real time, curating and serving up trending pop-culture content, entertainment news and consumer incentives. Pepsi Pulse has several features, including an interactive display of pop-culture news content and interaction with celebrity visitors. Pepsi is also launching a version of Pepsi Pulse targeting bi-cultural, Hispanic consumers called, “Mi Pepsi” that will feature relevant content for this audience.
As part of the “Live for Now” platform in the U.S., Pepsi will present a series of exclusive pop-up, Twitter-enabled concerts this summer featuring major music artists. Additionally, Pepsi’s first of its kind Twitter music partnership will enhance consumers’ music experiences and bring them closer to what is hot in music today. The Twitter partnership will kick-off in the U.S. in early May.
The first “Live for Now” ad spot is set to air across the U.S. on May 7. The ad features global music artist Nicki Minaj’s mega hit ‘Moment 4 Life’. Minaj also has a cameo in the ad and is one of the many talented artists and entertainment brands that Pepsi will collaborate with over the coming months to bring to life the new brand proposition. “Live for Now” in the U.S., includes TV, radio, cinema and outdoor advertising, experiential as well as digital and social media platforms.
The global campaign was created in partnership with an integrated cross-agency, multi-disciplinary team of Omnicom agencies, including Alma, BBDO Worldwide, OMD, Organic, TBWA Worldwide and TracyLocke Partners.