The 'This is Pepsi' Ad Celebrates the Brand's Long History
Justin Lam — February 2, 2018 — Marketing
References: adweek
'This is Pepsi' is the newest ad from the beverage company that uses to history to entice customers.The 30-second spot is set to air at Super Bowl LII and invites users to travel through time and relive distinct moments in pop-culture. The commercial includes various historical aesthetics, and will also show footage of Michael Jackson, Britney Spears, Jeff Gordon and even the Back to the Future DeLorean. Celebrities are also included in the advertisement with Courtney Cox, Presley Gerber and Kyrie Irving all appearing in the ad. Tying the entire commercial together is a wonderful narration by comedian and late night host Jimmy Fallon.
This is Pepsi is a welcome ad from the brand and serves as a reflection of the brands 120 years of existence. According to Pepsi CMO Grey Lyons, Pepsi has always "celebrated pop culture, music and sports," and this ad truly shows this. The commercial focuses on entertainment, and big events and in doing this Pepsi has pushed its longtime existence and staying power as a beverage. Pepsi will be backing this ad up with a limited-time release of retro packaging design as well as the return of the Pepsi Stuff loyalty program.
This is Pepsi is a welcome ad from the brand and serves as a reflection of the brands 120 years of existence. According to Pepsi CMO Grey Lyons, Pepsi has always "celebrated pop culture, music and sports," and this ad truly shows this. The commercial focuses on entertainment, and big events and in doing this Pepsi has pushed its longtime existence and staying power as a beverage. Pepsi will be backing this ad up with a limited-time release of retro packaging design as well as the return of the Pepsi Stuff loyalty program.
Trend Themes
1. Celebrating History - Using historical aesthetics and iconic moments to engage customers and highlight brand longevity.
2. Pop-culture Nostalgia - Incorporating famous celebrities and cultural references to create an emotional connection with consumers.
3. Limited-time Offerings - Leveraging retro packaging and loyalty programs to generate excitement and drive sales.
Industry Implications
1. Beverage - Brands in the beverage industry can capitalize on nostalgia and brand history to create memorable and engaging advertising campaigns.
2. Entertainment - The entertainment industry can partner with brands to feature historical aesthetics and celebrities in advertisements, creating a sense of nostalgia and emotional connection with viewers.
3. Marketing and Advertising - Marketing and advertising agencies can help brands develop campaigns that celebrate their history and leverage limited-time offerings to create buzz and drive consumer engagement.
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