How did the Pepsi’s ads change over the years?

The world changes, the times change and as well the advertising campaigns. The shift of Pepsi’s advertising strategy over the years is visible very well.

In the middle of 20^th century Pepsi company started with the strategy focused on the upper class women concentrated with their appearance and weight. The slogan ‘the light refreshment’ and pictures of very good-looking, sophisticated American women show who was the main target group. The Pepsi’s ads from this period were supposed to appeal  older, more mature individuals and females by assuming that their main concerns consist of keeping a more attractive female figure through the intake of less calories, what reflected the American idealizes notion of beauty.

In the 1980’s Pepsi launched some new campaigns, mostly focused on the members of Generation Y. With the slogan ‘Pepsi. The choice of the New Generation’ it has opened to the new consumer- distinguished and separated from the ‘old’ generation of their parents. The Pepsi company wanted to highlight that the other coke drinks are the drinks of the past and the Pepsi is new- something they should desire. To achieve this goal the company used in its commercials the image of popular icon- Michael Jackson. The advertisements appealed the new group of people. The company believed that advertising to such young age group will allow to attain the same consumers thorough the Generation ‘s lifetime.

During the next years company used also celebrity endorsement strategy. It used other big icons of pop culture to advertise its products, including: Mariah Carey, KISS, Tina Turner, Britney Spears, Beyoncé Knowles, Pink, Enrique Iglesias, David Bowie, Rod Stewart, Jim Varney, Elvis Presley, One Direction, Michael Jackson, Brian May, Roger Taylor, Madonna, Spice Girls, Shakira, Amr Diab, Ray Charles, and Elton John.  Pepsi tried to connect and identify with teenagers, who value the celebrity associated with the product much more than the quality of the product itself.

Because the people’s values had changed Pepsi had to use images of  rich, young, beautiful, and famous stars to  keep the viewers’ attention with the product. The use of sex appeal, portrayed Pepsi as a quality product with strong connections to popular entertainment, appealing to teenagers emotional desire for entertainment, and enjoyment.

 Ewa S.

References:
http://en.wikipedia.org/wiki/Pepsi#Marketing

http://foodandculture.wikispaces.com/Pepsi+Ads+Over+the+Past+50+Years