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Pepsi has unveiled a global marketing platform and tagline for the new year, revealing that ‘For the Love Of It’ will replace ‘Live for Now’ in more than 100 markets.
The new visual identity will be brought to life via packaging, out-of-home (OOH) ads, TV and digital.
Explaining the thinking behind the campaign, which marks the brand’s most significant overhaul in seven years, Pepsi said the new strapline will aim “celebrate the pop and fizz of the cola like never before”.
Roberto Rios, senior vice-president, marketing, at PepsiCo commented: “We are confidently celebrating who we are – an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love – as well as who our fellow cola lovers are.”
As part of this approach, Pepsi is also partnering with music supremo Simon Fuller for his latest pop proteges, New United – a group which brings together no less than 14 singers and dancers from around the world.