If you’ve already broken your new year’s resolution, or think that you might, Pepsi says go for it and encourages people to “unapologetically do what they enjoy, even in the face of others’ judgment.” This all part of the rollout out of a new campaign that includes the brand’s first new tagline in the US in 20 years: “That’s What I Like.”
Pepsi has in the past used different taglines, some even based on the season, but they are saying that this one will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions “indefinitely.”
“We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans, with a music-forward expression to pinpoint the feeling our consumers have when they genuinely enjoy themselves in an uninhibited way,” said Todd Kaplan, Vice President of Marketing at Pepsi.
The campaign includes five new TV spots, “Glow Up,” “Fade Away,” “DJ BBQ,” “Subway,” and “La Lavandería,” spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers.
https://www.youtube.com/watch?v=e5dJNyTbG9I&feature=youtu.be
https://www.youtube.com/watch?v=U64A-8Qzx2Y&feature=youtu.be
The spots will air across English and Spanish-speaking properties to reach what Pepsi calls its “ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.”
Pepsi will air select “That’s What I Like” commercials nationally during the upcoming NFL Wild Card games and the Golden Globes. “That’s What I Like” will also appear across social and digital extensions, refreshed out-of-home advertising, point-of-sale and retail creative.
Who are Pepsi Drinkers?
The brand also released an infographic detailing what kind of people drink Pepsi.
“We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer,” said Joe McHugh, Senior Director, Insights & Analytics, Pepsi. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer learnings that have enabled us to fine tune our brand communications in a meaningful way that resonates with our unapologetically passionate and loyal Pepsi drinkers.”
Apparently frequent Pepsi drinkers are three times more likely to “belt out a song at karaoke” and two times more likely to “binge-watch a show”.
