Summary: Pepsi Unveils New Global Campaign
Setting the Stage In 1893, former University of Maryland School of Medicine student, Caleb Davis Bradham, invented a drink that would soon take on a life he could never have dreamed of. In a drug store on the corner of Middle and Pollock Streets in downtown New Bern, North Carolina, the soda originally known as “Brad’s Drink,” was created from a mix of sugar, water, caramel, lemon oil, nutmeg, and other natural ingredients as a healthy cola alternative. This drink soon became a hit with customers and was renamed to “Pepsi-Cola” only five short years later. In 1902, Bradham formed the Pepsi-Cola Company due to the rising popularity, however, due to the drastic spike in sugar prices during World War I, Pepsi-Cola went bankrupt in 1923. A few …show more content…
The goal of the new campaign is to “celebrate the best moments of our past, create new iconic moments for today, and set the stage for an exciting future” (“Pepsi Unveils New Global Campaign,” 2018). In Super Bowl LII, Pepsi debut an ad that highlights its history in pop culture and the brand’s steady presence over the past several decades using an emotional appeal by “(capturing) a viewer’s attention and (creating) an emotional attachment between the consumer and the brand” through the consumers sense of nostalgia (Clow, 2014). In the ad titled “This is Pepsi,” Pepsi “celebrates the best moments of (their) past” through references to the drink’s product placement in Back to the Future, the famous 1992 Super Bowl ad starring Cindy Crawford, this year including her son as a reference to “new iconic moments for today,” the Michael Jackson commercial of 1984, Ray Charles’ Diet Pepsi ad from 1991, Britney Spears’ “Now and Then” commercial from 2001, and a short cameo from Kyrie Irving’s alter ego, Uncle Drew. To tie in the goal of setting “the stage for an exciting future,” while Pepsi might not have been the first on the moon, it “might be the first Pepsi on Mars.” The commercial ends with the tagline “This is the Pepsi for every generation.” In addition to this ad, Pepsi …show more content…
(n.d.). Retrieved February 27, 2018, from http://www.pepsico.com/live/pressrelease/pepsi-unveils-new-global-campaign-pepsi- generations-with-debut-of-new-tv-adverti01112018
This is Pepsi. (2018, February 01). Retrieved February 27, 2018, from https://www.youtube.com/ watch? v=0gHYd67OumQ
Clow, K., E., Baack, D. (2014). Integrated Marketing, Promotion, and Marketing
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