Brace your self: Pepsi’s one hundred and twenty fifth birthday is coming.
The cola model and popular culture icon plans to usher in its quasquicentennial in epic style, honoring its previous and searching towards the longer term by rewarding loyal followers over 125 days. An up to date brand, immersive activations, media takeovers, social content material and giveaways will preserve followers engaged for the remainder of the 12 months.
“We had the serendipitous second the place we realized Aug. 28, which is our one hundred and twenty fifth birthday, is 125 days between then and the top of the 12 months,” Todd Kaplan, chief advertising officer at Pepsi, informed Adweek.
Pepsi was born as Brad’s Drink, named by its pharmacist founder Caleb Bradham, who renamed it on Aug. 28, 1898.
To introduce its new brand and visible id, the model launched “All of the Finest Moments Are Higher With Pepsi,” a 30-second spot hearkening again to the favored “Higher With Pepsi” marketing campaign. Within the bass-loving bit, the refreshed brand—that includes a bolder typeface, up to date shade palette and signature “pulse” towards a black backdrop—dances from fridges to tables and past whereas remaining on the heart of each second.
The spot will run on broadcast, digital and owned channels, with an elevated purchase throughout NFL video games.
The model additionally launched imagery for the worldwide marketing campaign that includes the brand new look, in addition to a collage of some classic packaging designs accompanying pictures of previous model companions Ray Charles, Tina Turner, Shaquille O’Neill and Lionel Messi—alluding to its longstanding ties to music, sports activities and leisure.
“This one hundred and twenty fifth milestone can be an incredible launch level for our new visible id and brand,” mentioned Kaplan, who added that the brand new look “actually involves life” on the packaging.
