Pepsi has unveiled its first global campaign titled, Live for Now, based on the brand’s new global positioning. The multi-year campaign will launch first in the United States and begin to roll-out globally throughout 2012, and social media is an integral part of the campaign, including tie-ups with Twitter.
Brad Jakeman (President, Global Enjoyment Brands, PepsiCo): 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.
As part of the Live for Now platform in the U.S., Pepsi will present a series of pop-up, Twitter-enabled concerts this summer featuring major music artists. The Twitter partnership will kick-off in the U.S. in early May.
Pepsi’s global campaign launches in the U.S. with Pepsi Pulse, the digital counterpart 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, says PepsiCo. Pepsi is also launching a version of Pepsi Pulse targeting bi-cultural, Hispanic consumers called, Mi Pepsi.
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.
[Image Courtesy: PepsiCo]