In 1963, Pepsi launched an innovative advertising campaign, “You’re in the Pepsi Generation.” The campaign turned out to be a great success, largely due to the youth-oriented marketing approach. Pepsi understood that solid advertising speaks to a consumer’s personal aspirations and designed “You’re in the Pepsi Generation” with this in mind. In 1984, Pepsi launched another pioneering campaign, “The Choice of a New Generation.” Whereas the 1963 ads were targeted toward young baby boomers, these spots were created for their children. Then 13 years later, Pepsi unveiled the “Generation Next” concept, revamping marketing strategy and aesthetics again to reach out to young consumers. The most recent Pepsi advertisements bear the slogan “More Happy,” which coincides with the 35 distinct designs the company developed for this year’s packaging. Pepsi is giving itself a great deal of room to grow creatively, understanding that youth culture is often fickle and trends can change at the drop of a hat. Branching out into web-based advertising, Pepsi is working closely with the Arnell Group, an agency founded by Peter Arnell, based in New York City. Pepsi and the Arnell Group understand that the latest generation of youth is inundated with media stimulus via radio, television, and the Internet. In order to stand out, Pepsi strives to differentiate itself with meaningful and appealing communication and asks the Arnell Group to design a complete branding and packaging concept that speaks to today’s young trendsetters.
