Tracy Petrucci: Pepsi's Live For Now Campaign

Sunday, July 29, 2012

Pepsi's Live For Now Campaign

PepsiCo's Live For Now campaign has caught my attention finally. The splashy billboards and advertisements of young happy peeps having fun made me stop and think. . . but it wasn't really a good thought I had. It was more like, "Hey this is marketing that makes you go Hmmmm" and I'm not sure I like it.

According to Pepsi, "'Live for Now' embodies a mind-set that is true of Pepsi loyalists around the world, while still connecting with a large and growing number of consumers who share the same values." And while I don't doubt this is true, and the slogan probably positions them perfectly for their first global campaign, I still don't love it.

I know what you're thinking, "Who are YOU to bash a major marketing campaign for a company like PEPSI?" But isn't one of the major points of marketing and branding to evoke a certain feeling in the consumer? Well, this is the feeling I keep getting when I see a Pepsi ad.

I am a total supporter of BEING in the moment, or living in the moment. It's something I strive for all the time when I'm playing with my toddler, working on a project, or even doing laundry. But for me personally, Live For Now, when talking about soda, makes me think of the irresponsibility associated with living in the moment.

It's hard to take an ad campaign seriously that is essentially saying don't worry about the crap that's in soda, just live for now and pop open a Pepsi! Woot Woot!

With that being said, I do think it's a good ad campaign for them, considering the product they are selling, their goals, and the attitude their customers and prospective customers embody. And in all fairness, what marketing isn't trying to sell something that chances are, we probably don't need?

But it still makes me stop and go, "hmmm."

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