Around the Net

Pepsi Readying Exuberant New Campaign

  • Ad Age, Wednesday, October 18, 2006 12:45 PM
Pepsi is putting the final touches on a big-budget campaign that hark back to the "Catch That Pepsi Spirit" ads of the late 1970s. BBDO reportedly has produced at least five spots, including an anthem commercial that one source says has an inclusive tone that evokes an emotional tug similar to Coca-Cola's "Hilltop" spot.

The spots seek to forge a new bond with consumers and remind them of "the Pepsi feeling, imagery and icon," says an executive who attended Pepsi's annual convention last month, where the ads were unveiled to bottlers.

Although none of the attendees wanted to give away too many details, they described the push as sweeping--expressing a feeling of exuberance and vitality--with a visual emphasis on Pepsi's globe logo to make the orb iconic again. Another 15-second spot shows the globe being chased by a crowd of screaming girls like a 1960s pop star.

advertisement

advertisement

Read the whole story at Ad Age »

Next story loading loading..