Posts tagged with "Latinos"

Brand new: Pepsi kicks off 2020 with ‘That’s What I Like’ campaign

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

Trump calls House Democrats’ anti-bigotry resolution ‘a disgrace’

March 11, 2019

On March 8, the House passed a resolution (H.R. 183), by a vote of 407-23, condemning “anti-Semitism, Islamophobia, racism, and other forms of bigotry,” The Hill reported. Nearly two dozen Republicans voted against the measure.

The measure was brought to the floor after remarks by Representative Ilhan Omar (D-Minnesota) about the so-called “dual-loyalties” of Israel supporters unleashed a torrent of debate. “I want to talk about the political influence in this country that says it is OK for people to push for allegiance to a foreign country,” Omar said in late February.

In reaction to the passage of the resolution, President Donald Trump commented, that “… the House vote on an anti-hate resolution shows the Democrats have become an ‘anti-Israel’ and ‘anti-Jewish party,’ the political news site reported.

The president further asserted that, since the resolution did not specifically denounce Omar by name, it “ was “a disgrace.”

According to The Hill, the vote had been delayed earlier in the week as Democrats fought over what should be included in the measure, with additional tweaks— to condemn bigotry against Muslims as well as “Latinos, Asian-Americans and Pacific Islanders, and the LGBT”—being made as late as the afternoon of March 7.

It also includes language condemning Japanese internment camps in World War II, the century-old Dreyfus affair in France, former President John F. Kennedy being questioned over Catholicism; and the white supremacist events in Charlottesville, Virginia, in 2017

Some Democrats feared that the original resolution would have played into Republican efforts to use Omar to stoke divisions on the left, the political news outlet said.

Trump, himself, has repeatedly faced backlash for his own incendiary comments about white nationalists and Jews. Most notably, the president said in August 2017 there was blame on “both sides” of the white supremacist rally in Charlottesville, where a demonstrator killed a woman when he rammed his car into a crowd of counter-protesters.

“You had some very bad people in that group, but you also had people [who] were very fine people on both sides,” Trump said.

White supremacist marchers carried Nazi banners and chanted “Jews will not replace us.”

Research contact: @thehill