Pepsi prepares new marketing strategy
By Adnews Staff
PepsiCo Beverages Canada is readying a new marketing strategy for Pepsi, Diet Pepsi and Pepsi Max to coincide with the 75 anniversary of the brand. The initiative includes new packaging and a new logo, supported by a national advertising campaign comprising television, billboard, transit, online and in-store advertising. Social media activities and street promotions will also be used. The campaign will use the theme of "spreading joy and optimism," according to the company. A separate campaign in Quebec will promote the history of the Pepsi brand in that province. "This is part of a global strategy to refresh a brand that Canadians have been loving for 75 years," said Cheryl Radisa, vice-president of consumer marketing at PepsiCo Beverages Canada. "The insight behind the strategy is that a can or bottle of Pepsi, by its very nature, is contained joy. When it's cracked open, the joy spreads. So it makes perfect sense for our marketing campaign to take the joy of Pepsi into the very fabric of Canadian pop culture and share it with positive-minded consumers in new and innovative ways. Pepsi has always been fueled by the spirit and optimism of youth, its time to refresh our brand for the next generation of Pepsi drinkers."