PepsiCo launches 'Live for Now' campaign

by Eric Schroeder
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PURCHASE, N.Y. — PepsiCo, Inc. has unveiled its first global ad campaign, which will include a partnership with Twitter to provide streaming videos of live music concerts as well as teaming up with singer Nicki Minaj on television advertisements. The campaign, “Live for Now,” will launch first in the United States and begin to roll out globally throughout 2012.

“‘Live for Now’ is considerably more than a positioning statement or a single ad creative — it is the central governing idea for the brand globally,” said Brad Jakeman, president of global enjoyment brands for PepsiCo. “Pepsi has always inspired people to embrace the ‘now’ by being at the epicenter of, and helping to define, pop-culture. ‘Live for Now’ embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values. It will enable the brand to deepen its global equity in a relevant and authentic way, and has already inspired a differentiated way of thinking about brand behavior across the entire Pepsi global marketing system.”

Pepsi’s global campaign launches in the United States with “Pepsi Pulse,” the digital embodiment of “Live for Now.” According to PepsiCo, the interactive digital platform will operate in real time, offering trending pop-culture content, entertainment news and consumer incentives. Pepsi Pulse has several features, including an interactive display of pop-culture news content and interaction with celebrity visitors. Pepsi also is launching a version of Pepsi Pulse targeting bi-cultural, Hispanic consumers called “Mi Pepsi” that will feature relevant content for this audience.

As part of the “Live for Now” platform in the United States, Pepsi will present a series of exclusive pop-up, Twitter-enabled concerts this summer featuring major music artists. The Twitter partnership will kick off in the United States in early May.

The first “Live for Now” ad spot is set to air across the United States on May 7 and will feature Ms. Minaj’s song “Moment 4 Life.”

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