• by Steve McClellan  @mp_mcclellan, January 2, 2020

Pepsi is out with new campaign—from agencies Goodby, Silverstein& Partners and Alma—that introduces the brand’s first new U.S. tagline in 20 years.

The new tagline, “That’s What I like,” will appear across all Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions going forward.

Pepsi will debut five national television commercials in the coming days, with the first wave rolling out during select NFL Wild Card Games and the 2020 Golden Globes Telecast on Sunday.

The brand said in a statement that the new tagline “is derived from and inspired by loyal Pepsi drinkers who proudly like what they like without worrying about what others will think.”

New spots from Goodby can be sampled here and here. New work from Alma can be seen here and here.

The new ads spotlight 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.