With the new year officially here and everyone vowing to restrictive resolutions, Pepsi has set out to usher in the new decade a bit differently – by encouraging consumers to unapologetically do what they enjoy, even in the face of others’ judgement.
Clearly appealing to the TikTok audience, the brand has debuted “That’s What I Like,” its first U.S.-based tagline in over two decades, and after previous iconic taglines such as “The Choice of the New Generation” and “The Joy of Cola.”
The campaign, created by San Francisco-based Goodby Silverstein & Partners and Miami-based Alma, is derived from and inspired by Pepsi’s most loyal drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether its clapping at the end of a movie, wearing an over-the-top costume for the fun of it, or simply enjoying a Pepsi.
The five new TV spots, spotlight various everyday 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 to reach Pepsi’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures. Watch below:
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“Pepsi has always been a brand associated with enjoyment – from barbeques, to baseball games, to meals with family and friends. And we know that our most loyal Pepsi drinkers take that enjoyment up a notch, so it is no surprise that they are more likely than non-Pepsi drinkers to belt out a karaoke song, binge-watch their favorite shows, or wear their team jerseys to a rival’s home game,” said Todd Kaplan, Vice President of Marketing at Pepsi. “We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans, with a music-forward expression to pinpoint the feeling our consumers have when they genuinely enjoy themselves in an uninhibited way.”
“We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer,” added Joe McHugh, Senior Director, Insights & Analytics, Pepsi. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer learnings that have enabled us to fine tune our brand communications in a meaningful way that resonates with our unapologetically passionate and loyal Pepsi drinkers.”
This weekend, Pepsi will air select “That’s What I Like” commercials nationally during the NFL Wild Card games and the Golden Globes, undeniably one of the most unapologetically entertaining award shows of the season. “That’s What I Like” will also come to life across social and digital extensions, refreshed out-of-home advertising, point-of-sale and retail creative.
“That’s What I Like” will also appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions indefinitely, beginning with the roll out of five new national television commercials.
It remains to be seen if the intended audience likes the campaign or not.
AGENCY: Goodby Silverstein & Partners
- Creative Co-Chairman: Jeff Goodby
- Co-Chairman: Rich Silverstein
- Chief Creative Officer: Margaret Johnson
- Creative Director: Adam Reeves
- Creative Director: Brandon Mugar
- Associate Creative Director (Copy): Rony Castor
- Associate Creative Director (Art): Anthony O’Neill
- Copywriter: Clark Chamberlin
- Art Director: Jason Gan
- Director of Broadcast Production: Tod Puckett
- Executive Broadcast Producer: Matthew Winks
- Broadcast Producer: Georgia Totvanian
- Direct Focus
- President: Barry Rosen
- Executive Producer: Neil Goldberg
- “Jam Session” “DJ” & “Subway:”
- Director: Joseph Kahn
- Creative Chairman/CEO: Luis Miguel Messianu
- Co-President/Chief Creative Officer: Alvar Sunol
PRODUCTION: House H: Supply & Demand LA
- Director TVC: Joseph Kahn
- Executive Producer: Nathan de la Rionda
- Editorial House: Wild Child Editorial