It’s been two decades since Pepsi launched a new tagline in the US, but the soft drink giant wanted to usher in a new decade with a fresh start and a nod to its core fans with a tag and campaign called ‘That’s What I Like’.
The tag is based on hundreds of insights the company gained by talking with its consumers and finding they like living life to the fullest.
The new tag ‘That’s What I Like’ will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions indefinitely, beginning with the roll out of five new national television commercials.
The new TV ads, ‘Glow Up’ and ‘Fade Away,’ by Goodby, and ‘DJ BBQ,’ ‘Subway,’ and ‘Lavandería,’ by Alma, spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers, like the fan at a basketball game that dances with abandon, or the airport worker who waves his guiding flashlights in unison with the song in his head.
Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more.
The spots will air across English and Spanish-speaking properties. This was done to reach what Kaplan says are Pepsi’s ever-growing ‘fusionista’ fans, Latinos celebrating and blending their Hispanic and US cultures.
“Fade Away” & “Glow Up:”
Agency: Goodby Silverstein & Partners
Creative Co-Chairman: Jeff Goodby
Co-Chairman: Rich Silverstein
Chief Creative Officer: Margaret Johnson
Creative Director: Adam Reeves
Creative Director: Brandon Mugar
Associate Creative Director (Copy): Rony Castor
Associate Creative Director (Art): Anthony O’Neill
Copywriter: Clark Chamberlin
Art Director: Jason Gan
Director of Broadcast Production: Tod Puckett
Executive Broadcast Producer: Matthew Winks
Broadcast Producer: Georgia Totvanian
President: Barry Rosen
Executive Producer: Neil Goldberg
“Jam Session” “DJ” & “Subway:”
Director: Joseph Kahn
Creative Chairman/CEO: Luis Miguel Messianu
Co-President/Chief Creative Officer: Alvar Sunol
Director TVC: Joseph Kahn
Production house H: Supply & Demand LA
Executive Producer: Nathan de la Rionda
Editorial House: Wild Child Editorial