PepsiCo launched its "Live for Now" advertising campaign in April 2012 to more clearly define what Pepsi represents and inspire fans to live in the moment. The campaign uses celebrity partnerships, digital innovation through its Pepsi Pulse platform, sponsorships of grand events and partnerships. Nicki Minaj and Joe Jonas were named spokespeople as lyrics from Minaj's "Moment 4 Life" related to the campaign's tagline of living for now.