"A new generation"
“Pepsi -The Choice of a New Generation” campaign was launched in 1984, using pop music as a starring role, and once again put Pepsi on the leading edge of contemporary culture. In its early stages, the New Generation campaign featured the biggest entertainer of the time, Michael Jackson. He and his famous “Billie Jean” starred in a series of Pepsi-Cola commercials, merging the worlds of business and entertainment in a way that no one had ever seen before (PepsiCo 2005).
Above, Michael Jackson stars in this catchy Pepsi commercial promoting the New Generation campaign. The commercial is well-done, uses a variety of actors whose ages range from 10-25. The song that Michael Jackson sings in this commercial plays in your mind even after the commercial has ended, therefore becoming an effective commercial.
The hallmark icon of the New Generation campaign was the booming success of Diet Pepsi. Throughout the ’80s, a long list of stars lent their talent to Pepsi, including Lionel Richie, Tina Turner, David Bowie, Glen Frey and Gloria Estefan. The irrepressible Michael J. Fox brought a special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials (PepsiCo 2005).
Above is another example of an effective Pepsi New Generation commercial from 1985. The commercial features young teens exploring caves with a guide, they find an odd object that lights up and reveals an old glass bottle of Pepsi. This commercial is effective because after it is over, for a second you pause and think about Pepsi. If the commercial was ineffective, you would not consider the commercial a moment further.
The signing of Michael Jackson skyrocketed Pepsi’s sales. The contract between Pepsi and Jackson cost approximately $5 million in 1984, making Michael Jackson the highest paid celebrity endorser in the history of the Pepsi-Cola Company, which turned out to be well worth the money. The Jacksons’ 1984 Victory Tour promoted Pepsi sales wherever the group performed, making the Choice of a New Generation Campaign one of the most successful campaigns in the history of the company (Stoddard, B).