who's the focus?
Throughout the existence of the Pepsi-Cola Company, many different campaigns have been designed and multiple audiences targeted. The following is a list of the major marketing campaigns Pepsi has conducted over the years: “Here’s Health”, “Twice as Much for a Nickel’, “Be Sociable”, “More Bounce to the Ounce”, “The Light Refreshment”, and “Pepsi Generation” (Stoddard, B). More recently, PepsiCo’s director of culture marketing announced that the company’s 2014 goal is to connect with the Latin American and U.S Hispanic markets, as they see increasing opportunities to develop joint programs that create scale and deliver highly relevant assets for the company (Beaulieu, K). Target audiences for these campaigns include the health concerned, youth, calorie conscious women, cold bottle and take-home markets, and middle-class families. In addition, Pepsi-Cola has targeted African Americans in the 1940's (Stoddard, B). Every campaign utilizes different advertising techniques and creative elements. I will be analyzing
these techniques, elements, and effectiveness of the “Live For Now” and “Pepsi Generation” campaigns.