Pepsi launched its "Live for Now" campaign in 2012 to connect with 18-35 year olds and establish brand relevance. They partnered with celebrities like Nicki Minaj and used social media platforms like Twitter to promote exclusive music events and encourage sharing experiences with the brand. Through these tactics, Pepsi saw a 114% increase in website activity and gained over 8 million Facebook likes within the first 30 days of the campaign.

1. By Lanie Funaro, Shahla Khan, Ashley Grant
and Emily Herr

2. Background
 First global campaign launched in the United States
on May 7, 2012.
 Research was done 9 months before they decided to
launch the campaign.
 Target audience: 18 to 35 year olds.
 Pepsi collaborated with Twitter to launch the Live for
Now campaign.

3. Purpose and Objectives
 Pepsi launched this campaign to establish and regain
brand and cultural relevance.
 Create excitement and a more youthful edge by partnering
with fans, celebrities and innovators.
 Deliver entertainment based on trending and popular
choices.
 Connect with fans on a personal level through music, pop
culture, sports, and entertainment.
 Incorporate the idea of summer and music to represent fun
and excitement for the youth.
 Coke and Pepsi both are sold in 200 markets globally. Coke
has 25 percent share and Pepsi has 10 percent. They wanted
to connect with consumers in order to drive sales.

4. Celebrity Endorsements
 http://www.youtube.com/watch?v=ckos-D9fKfc
 Pepsi chose pop culture icon, Nicki Minaj, to endorse
their campaign in order to reach their youth. Her song,
“Moment for Life,” was featured on the commercial.
 Other celebrity endorsements include Katy Perry,
Beyonce and Joe Jonas.

5. Strategy
 Promote 50 events and activities in markets all across
the country throughout the summer.
 Shape brands social agenda with exclusive
entertainment available nowhere else.
 Create interaction with consumers via social media.
 Connect consumers with celebrities to appeal to
younger audiences’ desire to capture the excitement of
now.

6. Tactics
 Social Media.
 Twitter: #livefornow #PepsiMusicNOW
Fans can follow @Pepsi for free download codes every week.
 Facebook: Used to share information and hold contests.
 YouTube: Pepsi music episodes.
http://www.youtube.com/watch?v=YB6luhkI74s
Pepsi Pulse: An interactive website that was designed to
update people on pop-culture news and allow them to
interact with celebrity visitors.
http://www.pepsi.com/en-us/d

7. Tactics
 Had a series of exclusive “pop-up concerts,” streamed
live to Twitter followers over the summer, featured major
music artists.
 Pepsi offered incentives to consumers for sharing their
live for now moments with the brand.
 Incentives included mp3 players, reward points, ticket
giveaways.
 Held events throughout the world to encourage people
to “Live for Now.”

8. Evaluation
 Gained over 8 million likes on Facebook
 Over the first 30 days, Pepsi increased website activity
by 114 percent.
 They reached 46 million users
 Pepsi has almost twice the ratio of fans that have
engaged more than once.
 Pepsi’s return on investment reached triple digits.

9. Discussion
 Do you think Nicki Minaj was a good celebrity endorsement?
 Do you think Pepsi did a good job appealing to youth?
 What do you envision when you think
of Pepsi as a brand?

10. Activity
 Tweet your favorite summer song to #NOWPUR3000