8. Campaign released April 30th, 2012
More clearly defines what Pepsi represents
‚Live for Now‛ is meant to inspire Pepsi fans
to live each moment to the fullest through a
breadth of global, pop-culture platforms
including music/entertainment icons, digital
innovation, grand events, and unique
partnerships
‚Live for Now‛
9. Nicki Minaj has been a
spokesperson for ‚Live for
Now‛
After executives heard the lyrics
to Nicki Minaj’s song ‚Moment
4 Life‛ they felt they related to
their new tagline
Joe Jonas has also been named a
spokesperson for the new
campaign
Celebrity Partnerships
10. ‚Pepsi Pulse‛
platform is an
interactive dashboard
operating in real time
serving pop culture
content that ranks
tweets, pictures and
news from the world
of entertainment by
popularity
Pepsi.com is the
headquarters for
Pepsi Pulse – making
Pepsi Pulse it’s
homepage
Covered in tweets
Pepsi Pulse regarding Pepsi as
well as hit TV show
‚Xfactor,‛ which is
A digital embodiment of ‚Live for Now‛ sponsored by Pepsi
11. “Live for Now” embodies the following branding construct
approaches:
Spirit – by characterizing a sense of self and enthusiasm
Attitude – by coming off as chic and cool
Wholesomeness – by developing a route that suggests clean
living, common sense and virtuous lifestyle
Values – by containing a value that people respect and one that can be
expressed in the brand strategy
Branding Construct Approaches
12. ‚’Live for Now’ is the central governing
idea for the brand globally‛
-Brad Jakeman, president of Global Enjoyment Brands PepsiCo
‚The ‘Live for Now’ positioning will inform the
way Pepsi behaves as a brand and is a fantastic
filter through which to create exciting and
innovative partnerships with some of the world’s
leading artists and entertainment properties‛
- Simon Lowden, Chief Marketing Officer for PepsiCo
