Two decades after Pepsi last launched a new tagline in the US, it has ushered in 2020 with a tag and campaign called ‘That’s What I Like’.
This broad tagline is based on hundreds of insights from talking with its consumers, who the drinks giant found like living life to the fullest, and in particular, North America's growing Hispanic populace.
“Pepsi drinkers are really distinct from other cola drinkers – they’re some of the most passionate and loyal people out there,” said Todd Kaplan, vice-president of marketing for Pepsi. “Not just their love of Pepsi, they’re a little bit extra. Pepsi drinkers are comfortable in their own skin, they really enjoy their life unapologetically without worrying what other people think.”
A Goodby Silverstein & Partners quantitative survey found that “Pepsi drinkers are three times more likely to belt out a song at karaoke, nearly twice as likely to binge-watch a show or to clap at the end of a movie, or to skip work on the first day of spring…more than twice as likely to cheer loudly at a game even near enemy territory. That’s just a bit of what we’re trying to convey.”
Kaplan said that the new campaign and tagline are “really anchored in all of these truths”.
Pepsi is known for previous iconic taglines such as ‘The Choice of the New Generation’ and ‘The Joy of Cola’ and the new tag ‘That’s What I Like’ will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi ads and promotions indefinitely, beginning with the rollout 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. Kaplan said Pepsi has always had a great heritage in music, “whether it be from Britney Spears to Cardi B, Beyonce and everything in between…really just being music-led, (the ads) are very simple to comprehend and fun”.
The spots will air across English and Spanish-speaking properties, to reach what Kaplan calls Pepsi’s ever-growing ‘fusionista’ fans, Latinos celebrating and blending their Hispanic and US cultures.
“The growing Hispanic consumer in this country is a critical consumer. When you look at the core consumer group, within that target is the ‘fusionista’ group – bi-cultural Hispanics, they live this 200% lifestyle, fully maintaining their Spanish heritage while also embracing American culture, which means they celebrate fully their two cultures, which means they’re fully immersed in English language and Spanish language programming across the board. They’re a critical audience for us because they’re the next generation of Americans who are tapped into the next big thing,” said Kaplan.
This weekend, Pepsi will air select ‘That’s What I Like’ commercials nationally during the NFL Wild Card games and the Golden Globes. The campaign will also come to life across social and digital extensions, refreshed out-of-home advertising, point-of-sale and retail creative.
Other plans for Pepsi in the new year will include a prominent role in the Super Bowl, complete with the Pepsi Halftime Show with Jennifer Lopez and Shakira, and the launch Pepsi Café, a drink with twice the amount of caffeine-infused with Arabica coffee beans.
See the spots by clicking on the Creative Works box below.