Many people wish they could live in the now and enjoy the moment. Pepsi is encouraging their fans all around the world to do just that with its “Live for Now” campaign. Watch Global Beverage Group President, Brad Jakeman, talk about Pepsi’s campaign, and how they are expanding the brand globally:
Jakeman oversees seven of the largest brands in the multi-billion dollar corporation that is PepsiCo. What does it take to keep those brands relevant to customers, year after year?
“It really comes down to good ideas – whether they’re great ideas in innovation or great ideas in communication. For some of our brands, like Pepsi … really staying connected to what’s important to consumers in that kind of pop-culture moment,” is key, Jakeman said.
Enter Pepsi’s “Live for Now” campaign. After talking to customers around the world and asking what was unique about Pepsi compared to competitors, Jakeman said, “what we really fond about Pepsi loyalists was best summed up by someone in a focus group who said … ‘the only thing I can do is make the most of now.’ That really, at it’s most fundamental level, is what really differentiates a Pepsi consumer from any other beverage.”
genConnect was credentialed press at the 2012 Aspen Ideas Festival in Aspen, Colo., where we interviewed the premier speakers and attendees at the conference. For more of our video interviews and articles from the Ideas Festival, click here.
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