January 17: The fast, ever-changing interests of the ‘Millennial’ generation is being reflected in a dramatic global marketing campaign being launched in February by Pepsi-Cola.
The campaign – in packaging, print, television, radio and on line – involves the use of package graphics for Pepsi-Cola that change frequently to reflect themes that it thinks are close to the hearts of teens and young adults, such as sports, music, fashion and cars. The graphics will be used on more than eight billion Pepsi-Cola cans, bottles and cups throughout the world.
“On the surface, this might look like a packaging update, but it’s much more than that. We’re changing the way we interact with consumers – and now we’re doing it on their terms,” said Cie Nicholson, senior vice president and chief marketing officer of Pepsi-Cola North America.