January 6, 2020
Naysayers be damned: Who cares about single-use straws, plastic bags, saving our forests, rising water levels, or even sugary drinks? With 2020 officially here, Pepsi wants its customers to apologetically do what they enjoy—and to clap back on restrictive new year’s resolutions.
On January 2, the Purchase, New York-based brand announced “That’s What I Like” as its first U.S.-based tagline in over two decades, following such former iconic taglines as “The Choice of the New Generation” and “The Joy of Cola.”
The new slogan will appear across new Pepsi, Pepsi Zero Sugar, and Diet Pepsi advertisements and promotions, beginning with the rollout of five new national television commercials.
“Pepsi has always been a brand associated with enjoyment—from barbeques, to baseball games, to meals with family and friends. And we know that our most loyal Pepsi drinkers take that enjoyment up a notch, so it is no surprise that they are more likely than non-Pepsi drinkers to belt out a karaoke song, binge-watch their favorite shows, or wear their team jerseys to a rival’s home game,” said Todd Kaplan, VP of Marketing at Pepsi. “We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans, with a music-forward expression to pinpoint the feeling our consumers have when they genuinely enjoy themselves in an uninhibited way.”
“We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer,” said Joe McHugh, senior director, Insights & Analytics, Pepsi. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer learnings that have enabled us to fine tune our brand communications in a meaningful way that resonates with our apologetically passionate and loyal Pepsi drinkers.”
The new TV ads— Glow Up,Fade Away, DJ BBQ, Subway, and La avandería—spotlight everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers. 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 to reach Pepsi’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.
This weekend, Pepsi aired select “That’s What I Like” commercials nationally during the NFL Wild Card games and the Golden Globes. “That’s What I Like” will also come to life across social and digital extensions, refreshed out-of-home advertising, point-of-sale and retail creative.
Research contact: @Pepsi