Pepsi has unveiled a new marketing platform and tagline across its trademark: "For the love of it". Throughout the year, more than 100 countries around the world will showcase a collection of distinctive content that "champions the cola of today's generation". The tagline replaces Live For Now, which was introduced in 2012.
Pepsi added that the new tagline was created to "celebrate the pop and fizz of the cola like never before". Throughout 2019, the new "For the love of it" visual identity and jingle will be brought to life through design-led packaging, out-of-home artwork, and commercials and digital content distinct to each of the brand's offerings. According to Roberto Rios, senior vice president, marketing, global beverage group, PepsiCo, the campaign is a move at “celebrating” what the brand stands for - an icon rooted in entertainment .
""For the love of it is our rallying cry, proudly saying to go all in for the things you love – from passions and interests like football and music, to unabashedly enjoying one of life's favorite treats – Pepsi," he added.
Pepsi said that for decades, music has been at the core of the Pepsi brand and "For the love of it" aims to continue this legacy and inspire today's music generation to live their passion. In 2019, Pepsi is once again joining forces with music industry legend Simon Fuller on his latest ground breaking venture: pop group Now United. From China to Brazil and Russia to India, Now United is a new pop concept with 14 singers and dancers from as many countries with millions of followers across social media. The rising stars of Now United will record a refreshed Pepsi jingle and the brand's new musical mnemonic.
With the global scale and power of Pepsi, the brand aims to provide emerging talent a global stage to promote their stories, share their art and connect with new and existing fans. Throughout the year while Now United tours the world, Pepsi will create experiences and content with the group and their fans.
"Pepsi has a unique track record in supporting new music talent, as they did when we first worked together on Spice Girls and are doing again with Now United. Its 'For the love of it campaign reflects so many of the positive values which are present in Now United and I know they will inspire and enable the group and their global fan base to embrace their passions like never before," said Fuller.
Earlier last year, PepsiCo also parted ways with its CEO of 12 years Indra Nooyi. Replacing her is Ramon Laguarta, currently president of PepsiCo, who has been with the company for 22 years. Nooyi will remain as chairman until early 2019 to ensure a smooth transition. During her time as CEO, PepsiCo said it delivered strong results.. This includes a total shareholder return of 162% from 31 December 2006 to 31 December 2017, and a net revenue growth of US$35 billion in 2006 to US$63.5 billion in 2017, a compound annual growth rate of 5.5%.
According to presiding director Ian Cook, who speaks on behalf of PepsiCo’s board of directors, Nooyi also grew revenue more than 80%, outperforming peers and “adding a new billion-dollar brand almost every other year”. As such, US$1,000 invested in PepsiCo in 2006 is worth more than two-and-a-half times that amount today, Cook explained. Under her leadership, PepsiCo also grew its portfolio of Good for You and Better for You options from about 38% of revenue in 2006 to roughly 50% in 2017. It also almost tripled its investments in research and development to expand its more nutritious offerings while minimising its environmental impact.
Nonetheless, in 2018 the brand did say that while most of PepsiCo’s businesses were performing well, the recent losses in cola market share in North America have led to subpar top and bottom line performance over the past three quarters. This is despite the company “moderately increasing” media spend flagship brand Pepsi over the past three years.