Pepsi unveils global ‘For the Love of It’ strapline in marketing overhaul

Pepsi has unveiled a global marketing platform and tagline for the new year, revealing that ‘For the Love Of It’ will replace 'Live for Now' in more than 100 markets.

The new visual identity will be brought to life via packaging, out-of-home (OOH) ads, TV and digital.

Explaining the thinking behind the campaign, which marks the brand's most significant overhaul in seven years, Pepsi said the new strapline will aim "celebrate the pop and fizz of the cola like never before".

Roberto Rios, senior vice-president, marketing, at PepsiCo commented: “We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are.

“'For The Love of It’ is our rallying cry, proudly saying to go all in for the things you love – from passions and interests like football and music, to unabashedly enjoying one of life’s favourite treats – Pepsi.”

As part of this approach, Pepsi is also partnering with music supremo Simon Fuller for his latest pop proteges, New United – a group which brings together no less than 14 singers and dancers from around the world.

The outfit will record an all new Pepsi jingle and musical mnemonic to set the tone for the brand for the foreseeable future. Last year, Unilever partnered with New United as part of its efforts to purge the music industry of stereortypes.

Under its previous 'Live for Now' strapline Pepsi ran, then pulled, its infamous Kendall Jenner ads which were accused of mocking the Black Lives Matter movement.

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