PURCHASE, N.Y. — PepsiCo is underscoring its global positioning by launching a new worldwide campaign.
Designed to invite and inspire Pepsi fans around the world to live life to the fullest, "Live For Now," the company said, reflects the insight that Pepsi fans all around the world desire to capture the excitement of "now." The multiyear campaign — which will include a breadth of global, pop culture platforms — will first launch in the United States and roll out globally throughout 2012.
Pepsi's global campaign launches in the U.S. with "Pepsi Pulse," an interactive digital platform that will operate in real time, curating and serving up trending pop-culture content, entertainment news and consumer incentives. Pepsi Pulse includes such features as an interactive display of pop-culture news content and interaction with celebrity visitors. What's more, Pepsi also is launching a version of Pepsi Pulse targeting bicultural Hispanic consumers called, "Mi Pepsi" that will feature relevant content for this demographic.
"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," Pepsi Beverages chief marketing officer Simon Lowden said. "We are excited to be announcing a series of exclusive partnerships in the U.S. over the next few months that will breathe life into 'Live for Now' and offer one-of-a-kind experiences for our fans."