• Ad Age, Wednesday, August 1, 2007 10:45 AM

Alan M. Pottasch--whose youth-targeted "Pepsi Generation" ad theme became one of the longest-running TV campaigns in history--died July 27 at age 79 in Los Angeles, where he was working on a new Pepsi TV spot. He was "doing what he loved best," according to a statement from the marketer.

As a creative guru at Pepsi-Cola for nearly 50 years, Pottasch was the force behind countless campaigns, including the Pepsi Challenge and star-studded efforts featuring Michael J. Fox and Michael Jackson. His commercials won more than 60 major industry awards, including the Grand Prix at Cannes.

Pottasch joined PepsiCo in 1957 and retired in 1991 as senior vice president-worldwide creative, but continued to work as a creative consultant for the company until his death. Memorial services will be private, but a tribute to Pottasch is planned at PepsiCo's world headquarters in Purchase, N.Y., in September.

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