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<ul><li>Over the years, Pepsi has gone through several brand transformations to stay relevant.</li><li>We try to dissect GenZ and Millennials’ behaviour with a brand that has catered to young generations since its inception.</li></ul>North-American beverage and snacks maker PepsiCo started its operations in India in 1989. Since then, many companies have launched in India. A few evolved with the changing tides and some failed to keep up with the curveballs in the shape of competition, macro-economic factors, technology and the ever-changing consumer behaviour and eventually, withered away. So, what has helped a traditional multi-corporation like PepsiCo and its flagship brand Pepsi avoid aging and stay young in a volatile environment? Clever advertising and marketing techniques. <br /><br />“The brand has always had its finger on the pulse of pop culture, and in turn, appealed to today’s generation through content which is relatable to them. Extensive consumer research over the years has helped us stay ahead of the curve and tell stories that resonate with them - whether it is through Bollywood, music or cricket. We have focused on creating engaging and relatable content for consumers around these passion points as we truly believe it is about creating content which they can interact with,” said a PepsiCo India spokesperson. <br /><br />Today, Pepsi is known as a brand that celebrates the sizzling swag of India’s youth. It reflects how GenZ and Millennials are armed with self-belief and confidence. <br /><br />Pepsi has gone through several brand transformations. Its iconic Dil Maange More where the cricketers would quench their thirst with a cool can or a young Shahid Kapoor or Shahrukh Khan would request for just one more sip of Pepsi won our hearts in the late 90s. Dil Maange More campaign also featured Rani Mukherjee, Kajol, Preity Zinta. <br /><br />          <div type="Youtube" id="Aog_A-lqla4" title="Dil Maange More - Pepsi (shahid,rani,srk,kajol)" thumbUrl="https://i.ytimg.com/vi/Aog_A-lqla4/mqdefault.jpg"></div><br />          <div type="Youtube" id="rgWHfgGL244" title="Pepsi- Yeh Dil Maange More" thumbUrl="https://i.ytimg.com/vi/rgWHfgGL244/mqdefault.jpg"></div><br />Another catchy but short-lived campaign that Pepsi came up with, in 2006 was ‘Oye Bubbly,’ which was also conceptualised by JWT. <br /><br />          <div type="Youtube" id="pstROq1bdFA" title="Oye Bubbly video- Pepsi Ad- Shahrukh khan" thumbUrl="https://i.ytimg.com/vi/pstROq1bdFA/mqdefault.jpg"></div><br />In 2013, Pepsi changed its tagline to ‘Live it Abhi’ to encourage the youth to live in the moment. It featured Ranbir Kapoor, Anushka Sharma and Virat Kohli. <br /><br />          <div type="Youtube" id="sLgWCwuHtS4" title="Pepsi – Time to Dikhao #LiveItAbhi" thumbUrl="https://i.ytimg.com/vi/sLgWCwuHtS4/mqdefault.jpg"></div><br />          <div type="Youtube" id="hbOc01dx_W0" title="Pepsi – Crash the Pepsi IPL" thumbUrl="https://i.ytimg.com/vi/hbOc01dx_W0/mqdefault.jpg"></div><br />The tagline was tweaked to ‘Oh Yes Abhi!’ to represent the young, impatient audience, who believe in taking an action ‘now.’ It onboarded Priyanka Chopra Jonas and Mahendra Singh Dhoni to revamp its proposition. <br /><br />          <div type="Youtube" id="goBKNZJYjNo" title="Pepsi IPL Oh Yes Abhi Priyanka Chopra Film" thumbUrl="https://i.ytimg.com/vi/goBKNZJYjNo/mqdefault.jpg"></div><br />In 2017, Pepsi changed its tagline to ‘Socha nahi ji gaya, Pepsi thi pi gaya.’(Didn’t think as I lived the moment, there was Pepsi so I drank it). <br /><br />          <div type="Youtube" id="uzQEuGymtCU" title="Socha Nahi Ji Gaya – Fast Forward" thumbUrl="https://i.ytimg.com/vi/uzQEuGymtCU/mqdefault.jpg"></div><br />Pepsi’s summer bottle during this campaign was packed with a few popular words that the millennials used then such as #Swag, #Aande, #Bajao, #Boldaal, #Muah, #Fastforward, #Gatecrash, #Bawaal, #Kalti, #Wingit, #Panga, #Gocray and cuts across most Indian languages with expressions like #Joot, #Dhool, #Semma, #Takkaru, #Gethu and #Jollu in Tamil, #Flat, #Fatafati, etc.<br /><br />          <div type="image" title="Pepsi muah" msid="81573608" hostid="261"></div><br />          <div type="image" title="pepsi kalti" msid="81573617" hostid="261"></div><br />Pepsi’s campaigns are known for its star-studded ensemble cast. It has tried to feature country’s most-sought-after youth icons over the years. It also changes its packaging to reflect the pulse of the country. <br /><br />From changing its typography from minimalism to elaborate, in the last year, the brand has changed its marketing efforts to position itself as a ‘cool’ brand that drips swagger in every drop<br /><br />Under its latest campaign, Pepsi has worked with Tiger Shroff, Disha Patani, Badshah and most recently Salman Khan. It has also tweaked its packaging to connect with younger generations by incorporating its tagline ‘Har Ghoont Mein Swag.’<br /><br />          <div type="image" title="Pepsi swag bottle" msid="81573622" hostid="261"></div><br />With summer approaching in different parts of our country, Pepsi launched a new campaign with brand ambassador Salman Khan. <br />          <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />On what inspired the brand to onboard Khan as its brand ambassador, the spokesperson said, “Salman Khan’s effortlessly cool attitude enables today’s generation to relate with him strongly and he resonates with the word, SWAG, in a way no one else can. He is known to have a strong connect across generations and genders, and his popularity, mass appeal and connect with the Indian audiences make him an ideal fit for a brand like Pepsi.”<br /><br /><cmsannotation type="cmsannotation" annotationid="Understanding GenZ and Millennials" text="Understanding GenZ and Millennials"><span data-til="noop">Understanding GenZ and Millennials</span></cmsannotation> <br /><br />GenZ is said to have the attention span of a gnat, which is less than 8 seconds and Millennials have an attention span of goldfish. At the same time, they are becoming more aware of how advertising works and are able to separate grey from black. India also has the largest population of young people, making them an important target group for marketers. So, we asked Pepsi about the youth’s behaviour and what are some of the things that they expect from brands today. <br /><br />“In today's day and age, consumers expect their favorite brands to engage with them through meaningful experiences across different digital touchpoints. They no longer just want to buy things today but instead want to want to be associated with a brand’s identity - they want inspiration, emotion, drama, and an overall feel-good experience. Simply put, consumers want to step away from an interaction with a brand, feeling like they have gained something. It is no longer about a one-way presentation of the brand’s core product offering but more about the dialogue that a brand can start and the emotions it can evoke. Brands which keep these factors in mind while communicating with consumers are more likely to receive higher consumer attention and engagement,” said the PepsiCo India spokesperson. <br /><br />The brand also keeps a close eye on social media trends.<br /><br />“Another important aspect which has helped us connect deeply with consumers is moment marketing. Today’s generation appreciates when brands share topical content and that is why we have an ‘Always On’ social media strategy for Pepsi. Lastly, apart from topical content, we also identify hero moments at the beginning of the year which we would like to leverage, which are usually tied in with our campaign for the year,” shared the spokesperson. <br /><br /><cmsannotation type="cmsannotation" annotationid="Getting back to normal" text="Getting back to normal"><span data-til="noop">Getting back to normal</span></cmsannotation><br /><br />After going through a dry spell last year due to the lockdown, Pepsi has seen its demand picking up in the last few months. <br /><br />“As people adapt to the new normal and step out of their homes, we are slowly seeing positive sale movements from dormant segments. We are looking forward to the recovery and the return of pre-covid trends, especially as the summer season approaches. The demand has been robust in the last few months and to improve it further, we implemented strategies like the introduction of friendship packs that helped consumers who were looking for convenient options for at-home consumption, mainly in urban markets. In fact, At-home demand for beverages was leading the recovery trend over the last few months and we are hopeful that it is only bound to scale up. Moving forward, convenience will continue to be driving factors as we ensure both large and small packs of products across our categories are always available to suit various occasions and consumers across the country,” said the spokesperson. <br /><br />During the lockdown, Pepsi also shifted its marketing monnies to digital media and is now slowly getting back to its 360-degree approach. The cola brand has constantly reinvented itself to create experiences that connect with consumer passions, be it Bollywood, Music or Sports and this year, it would continue to focus on the same areas. <br /><br />Sharing some of the focus areas for this year, PepsiCo’s spokesperson said, “Driving consumer awareness and engagement through effective advertising has always been our priority. In 2020, we launched digital-first campaigns given online content consumption was at an all-time high. This year, with the external environment slowly opening up, our intent is to elevate our marketing game a notch higher to create a 360-degree surround. We will be pivoting our brand communication across mass pillars of choice like entertainment, sports, music and gaming through multiple mediums to reach consumers across the country. While we shall continue to leverage digital platforms, we shall also leverage other mediums especially TV and outdoor as they are gaining prominence.”<br />

How Pepsi continues to stay relevant and connect with every generation

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div><p></p></div></div>Grab your morning coffee and settle into the day with the most important <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> news.</p>
<p>1. <a href="http://www.businessinsider.com/wwe-starts-advertising-online-2014-10"><strong>Brands are rushing to advertise on WWE's Netfix-for-Wrestling.</strong> </a>Pepsi, Mattel and Kmart are the first advertisers on the WWE Network streaming service. </p>
<p>2. <a href="http://www.businessinsider.com/programmatic-advertising-and-creativity-2014-10"><strong>Here's why programmatic is killing the traditionalist creativity in advertising.</strong> </a>The "Mad Men" days of old could soon be over, with the evolution of a new breed of maths-based creativity. </p>
<p>3. <a href="http://www.businessinsider.com/nba-jersey-ads-2014-10"><strong>The NBA's huge $24 billion dollar TV rights deal with ESPN and Turner has cleared the way for putting brands on jerseys.</strong> </a>The new plan for sponsorship could open up a significant source of revenue for teams in the basketball league . </p>
<p>4. <a href="http://www.businessinsider.com/billy-eichner-slams-burger-king-copy-commerical-2014-10"><strong>Funny or Die comedian Billy Eichner has accused Burger King of stealing his act in its latest commercial.</strong></a> Eichner is famous for his sketch where he yells out questions about pop culture to unsuspecting people on the street - and the new Burger King ad is very similar. </p>
<p>5. <a href="http://www.businessinsider.com/this-is-what-happened-to-windows-9-2014-10"><strong>Microsoft's new Windows marketing boss has explained what happened to Windows 9, kind of.</strong></a> "It came and it went," said Tony Prophet at the Dreamforce conference on Monday. </p>
<p>7. <a href="http://www.adweek.com/news/advertising-branding/how-click-bait-can-make-your-ads-better-160681"><strong>Clickbait can make your ads better.</strong></a> Steve Hicks, a digital brand consultant, writes in Adweek that if classic ads used strap lines like "Bet you can't guess what the one thing you'll hear inside a Rolls-Royce is," then brands shouldn't fear using the technique online today too. </p>
<p>8. <a href="http://www.marketingweek.co.uk/disciplines/advertising/news/marketers-motivated-by-interesting-work-and-business-contribution/4011857.article"><strong>Marketers are more motivated by interesting work and business contribution than they are by high salaries.</strong> </a>That was the picture drawn of an average marketer in a poll from recruitment consultancy Robert Walters, Marketing Week reports. </p>
<p>9. <a href="http://www.digitalbuzzblog.com/nike-phenomenal-shot-real-time-ads/"><strong>Nike has partnered with Google to create "real-time ads" that let football fans re-mix, customize and share goal celebrations from the sports brand's sponsored players just 10 seconds after the moment took place in the game.</strong></a> Fans can spin the Nike athletes around by tilting and panning their mobile device, Digital Buzz Blog explains. </p>
<p>10. <a href="http://blogs.wsj.com/cmo/2014/10/13/youtube-says-google-preferred-has-sold-out-but-buyers-arent-so-sure/"><strong>YouTube says its Google Preferred ads, premium slots reserved for the biggest content on YouTube, have sold out.</strong></a> However, CMO Today says some media buyers think Google is overstating the success of the sales initiative. </p>

10 Things You Need To Know In Advertising This Morning

<h3><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><p class="source"><span>Adam Lau/Associated Press</span></p></div><p></p></div></div></h3><h3>1. A man is reportedly <a href="http://www.businessinsider.com/a-man-pretended-he-was-able-to-sell-in-n-out-franchises-and-now-hes-going-to-jail-2015-11">going to jail</a> for selling fake In-and-Out franchises and making more than $4 million.</h3><p><span>A Newport Beach, California resident allegedly pretended he had the ability to sell In-N-Out franchises - and now is reportedly going to prison. <span>Craig Stevens said he had ambitious plans of opening In-N-Out franchises in the Middle East. <span>With these grandiose promises, Stevens was allegedly able to swindle over $4.27 million dollars from ten investors last year.</span></span></span></p><h3 class="page-title">2. Taco Bell to switch to only cage-free eggs by end of 2016.</h3><p>Taco Bell pledged Monday that only cage-free eggs would be served across it 6,000 domestic units by the end of 2016. The chain is also ditching trans fats, high-fructose corn syrup and unsustainable palm oil, and units in the U.S. and Canada will introduce aspartame-free Diet Pepsi products,<a href="http://nrn.com/supply-chain/taco-bell-switch-only-cage-free-eggs-end-2016"> the company said.</a></p><h3>3. Alibaba is dominating - but the retailer still has a $161 million problem that founder Jack Ma compared to cancer.</h3><p>Last week, Alibaba made history when it <a href="http://www.businessinsider.com/alibaba-singles-day-sales-2015-11">sold $14 billion</a> of merchandise in a single day - more than Cyber Monday and Black Friday online sales combined. But the retailer is still working to tackle one huge problem: counterfeit goods. Since 2013, Alibaba spent $161 million to eradicate the problem, which founder Jack Ma <a href="http://www.wsj.com/articles/SB10001424127887323968704578649394254345564">once called</a> "a cancer we have to deal with.</p><h3>4. Chipotle's brand perception is tanking.</h3><p><span>Chipotle's recent E. coli contamination scare is hurting consumers' perception of the brand. <span>The company has since reopened all of its restaurants, but consumers are still wary of eating there. <span>Consumer perception of the brand is at its <a href="http://www.businessinsider.com/chipotles-brand-perception-is-tanking-2015-11">lowest level since 2007</a>.</span></span></span></p><h3>5. Americans have been developing a new shopping habit for years - and now it's hurting Nordstrom, Macy's, and JC Penney</h3><p>US consumers have been trained to never pay full price for anything, and it's crushing some American retailers. <span>Shoppers started gravitating toward discount stores during the recession, and many have failed to return to shopping in full-price stores. <span>Now retailers like Macy's and Nordstrom are <a href="http://www.businessinsider.com/americans-are-developing-a-new-shopping-habit-2015-11">paying the price</a>.</span></span></p><h3>6. The Brazilian private equity titan who bought Kraft, Heinz, and Burger King is behind the beer deal of the century.</h3><p>Jorge Lemann is behind some of America's most iconic consumer brands. The Brazilian billionaire's investment company, 3G Capital, has invested in or backed takeovers of Kraft, Heinz, Burger King, and Anheuser Busch. Now, Anheuser Busch InBev - which counts Lemann among its controlling shareholders - has <a href="http://www.businessinsider.com/who-is-brazils-jorge-lemann-2015-9">sealed a $108 billion deal to merge with SABMiller.</a></p><h3>7. Marriott is buying Starwood for $12.2 billion, creating the world's largest hotel company</h3><p>Marriott International <a href="http://www.businessinsider.com/marriott-acquires-starwood-worlds-largest-hotel-company-2015-11">is acquiring</a> Starwood Hotels &amp; Resorts, creating the world's largest hotel company. The deal is valued at $12.2 billion, consisting of $11.9 billion worth of Marriott stock and $340 million in cash. <span>Combined, the company will be able to offer 1.1 million rooms in more than 5,500 hotels across more than 100 countries.</span></p><h3>8. Here's what you should order from Chipotle, McDonalds, and 12 other fast-food chains for lunch if you don't want to fall asleep at work</h3><p>While we know that what you eat for lunch affects your productivity for the rest of the day, this doesn't mean you have to rule out convenience for the sake of healthy choices. <a href="http://www.businessinsider.com/best-fast-food-lunches-to-eat-at-work-for-productivity-2015-11">Plenty of chains</a> offer meal options that are <span>heavy on the protein and healthy fats and easy on the carbs and bad fats, which is just what you need to avoid the 3 p.m. slump.</span></p><h3>9. PepsiCo is cutting down corporate jobs.  </h3><p>PepsiCo is cutting its global marketing procurement team which resulted in several job losses. The move will see that the individual brand teams take responsibility of the marketing ad spend going forward. <a href="http://www.marketing-interactive.com/pepsico-cuts-global-marketing-procurement-team/">PepsiCo said</a> the move was an evolution to its current operating model and set to be "more efficient" and "stay competitive" for the future.</p><h3>10. Chefs reveal the most overpriced restaurant foods.</h3><p>From fried calamari to lobster mac &amp; cheese, <a href="http://www.businessinsider.com/the-most-overpriced-items-on-the-menu-according-to-chefs-2015-11">here are some items</a> chefs say restaurants consistently charge too much for.  </p>

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