Pepsi: That's What I Like by Goodby Silverstein & Partners & Alma

Client: Pepsi
Date: Jan 2020
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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.

Credits

“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

Direct Focus

President: Barry Rosen

Executive Producer: Neil Goldberg

“Jam Session” “DJ” & “Subway:”

Agency: Alma

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

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