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Pepsi Rings In The Decade By Unveiling Its New ‘Bold & Unapologetic’ Tagline
By Izza Sofia, 03 Jan 2020
Pepsi has unveiled its new slogan to kick off the decade: “That’s What I Like.”
To bring the tagline to life, the company has released five national television commercials. The ads include Glow Up and Fade Away, created with advertising agency Goodby Silverstein & Partners, and DJ BBQ, Subway and La Lavandería, created with advertising agency Alma.
The tagline will make its appearance on all forthcoming ads and promos for Pepsi’s diverse range, including Diet Pepsi and Pepsi Zero Sugar.
Pepsi’s VP of marketing Todd Kaplan said that the new line embodies what Pepsi discovered from company research on its loyal customers.
“Pepsi drinkers are comfortable in their own skin, they enjoy their life unapologetically without really worrying about what other people think,” Kaplan said. “They are bold, loyal, passionate and above all, unapologetic,” he added.
Kaplan believes that the new line is a “clean, crisp articulation of that.”
The new tagline also signals that the company will continue to strengthen its brand’s positioning in the new decade.
In previous years, Pepsi had employed seasonal approaches to slogans, frequently swapping them for different themes or events, per Ad Age.
[via PR Newswire, opening image via PR Newswire]
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