PEPSICO KICKS-OFF BRAND REINVENTION CAMPAIGN WITH NEW PACKAGING / NEW TV SPOTS DURING SUPER BOWL
“Refresh Everything” Press Conference Unveils PepsiCo’s Brand Strategy to Breathe New Energy into the Beverage Sector
Wednesday, January 28, 2009, New York NY: At a press conference in New York City this week, PepsiCo North America Beverages formally unveiled a portfolio-wide reinvention strategy with new advertisements, new packaging, and new TV and Super Bowl spots designed to breathe new energy into the beverage sector.
PepsiCo’s marquee beverage brands include Pepsi, Tropicana, SoBe Lifewater and Gatorade.
The nation’s largest TV audience will witness dramatic changes in some of America’s most revered beverage brands. Among the highlights of PepsiCo’s select brand-by-brand reinvention will include:
Pepsi: Building on a 100-year legacy, the new logo and Pepsi Refresh campaign taps into a wave of re-energization and optimism that is sweeping across America.
The latest campaign again embodies the spirit of youth while building a bridge between yesterday and today. In the upcoming “Refresh Anthem” spot, Grammy award-winning artist Will.i.am performs legendary Bob Dylan’s “Forever Young” to a visual collage of as iconic images celebrating generations past and present. An apt way to bring Pepsi’s “Every Generation Refreshes the World” brand belief to life.
PepsiCo has posted www.refresheverything.com: a new web site which features a wide array of celebrities and affords consumers the opportunity to participate in the spirit of optimism by uploading user generated videos and more.
Pepsi Max: Pepsi Max, the first diet cola for men, will make its debut at the Super Bowl with a 30 second spot entitled “I’m Good.” In “I’m Good,” Pepsi Max taps into the truth that while men can tolerate a lot of pain, they have not been able to stomach is the taste of a traditional diet soda.
SoBe Lifewater: The 60-second SoBe Lifewater spot, directed by Super Bowl commercial veteran Peter Arnell, will mark the first ever 3D commercial. The SoBe lizards share the screen with characters from the upcoming Dreamworks Animation film ‘Monster vs. Aliens’ dancing alongside current NFL stars Ray Lewis, Justin Tuck and Matt Light.
With over 125 million pairs of 3D glasses produced by Intel being distributed at 25,000 SoBe Lifewater retail displays across the U.S. - the ad enables active engagement between Super Bowl viewers and the brand. Ultimately focused on listening and understanding today’s market demands, SoBe Lifewater is bringing consumers into the conversation so that they can – together – usher in a new level of innovation.
The commercial will air in the first break in the second quarter.
Gatorade: New ads entitled the “G” Manifesto entail a series of spots describing the meaning of “G” in a Gatorade context- “the heart, hustle and soul of athleticism.” The ads are designed to expand the brand’s appeal to a broader range of athletes and active people and will complement a newly redesigned packaging that puts the letter “G” front and center and offers new bold, loaded-with-attitude beverage names like “Bring It,” “No Excuses,” “Be Tough” and “Shine On” on the label and the added nutrition benefits of vitamins inside.
New Gatorade brand efforts span a range of media with particular emphasis on the internet. For the upcoming Super Bowl, viewers can expect to see elements consistent with the overall “G” campaign and a fresh new look on the sidelines.
Among the twenty-eight legendary athletes representing fourteen sports include: Muhammad Ali, Usian Bolt, Nadia Comaneci, Terje Haakonsen, Mia Hamm, Jabbawockeez, Derek Jeter, Jimmie Johnson, Michael Jordan, Jackie Joyner-Kersee, Billie Jean King, Peyton Manning, Misty May-Treanor, Jason McElwain, Jessica Mendoza, Paula Newby-Fraser, Chaz Ortiz, Candace Parker, Jackie Robinson, Bill Russell, Tommie Smith, John Carlos, Picabo Street, Dwayne Wade, Kerri Walsh, Serena Williams, John Wooden and Tiger Woods.
The TV spots debuted January 1 along with print, out-of-home and online advertising.
Tropicana: Tropicana’s bold, new campaign is entitled “Squeeze, it’s a natural” plays up the functional benefits of orange juice and the emotional connection people have with Tropicana. The messaging includes images of families and couples hugging – reinforcing the notion that Americans can get their juices flowing with a good squeeze.
With regard to packaging, new design is sleek and simple, focusing on the quality of the contents and the health benefits of orange juice. For the first time, it will be branded with 100% Orange, which will be featured as a bold, new graphic on all packaging to remind shoppers and consumers alike that Tropicana Pure Premium is made from squeezed from fresh oranges with no added sugar.
Reinforcing the “squeeze” concept, Tropicana’s new packaging features proprietary technology to create a new orange cap, shaped like a half-orange, that reminds consumers – as they “squeeze and twist” to open and serve – of the goodness Tropicana squeezes from fresh oranges into each and every carton. The cap will be on shelf in March 2009.
