Daily Insights

Pepsi Refreshes Its Tagline for the First Time in Two Decades

By: Mackenzie Baker | Jan 08, 2020

Pepsi has introduced the new tagline “That’s What I Like” for its Pepsi, Pepsi Zero Sugar, and Diet Pepsi beverages across the United States. The tagline will remain indefinitely according to the company and marks the first permanent tagline tweak for the brand in over two decades. Pepsi hopes the tagline embodies the loyalty of faithful Pepsi drinkers. The tagline is going to be rolled out with a series of video promotions as the brand’s Vice President of Marketing Todd Kaplan wants the campaign to be “music forward.” The company decided on the new tagline after extensive research on Pepsi’s consumers, whom the brand found typically like to “live life to the fullest.” The brand is hoping the tagline captures this image for the soda drinkers. Pepsi currently prospers on social media, earning some of the most fan engagement among beverage brands on Facebook according to a Gartner report

Although the brand thrives on social media, Pepsi is putting a greater emphasis on television advertising for its new tagline. The brand currently has five commercials rolled out nationally, each spotlighting different people in random situations getting “lost in the moment.” Each commercial is set to a different genre of upbeat music, including Latin pop and dance hall music, meant to represent the diversity of Pepsi drinkers. The company has also partnered with the NFL to roll out the commercials during the NFL Wild Card games, building up to the SuperBowl where Pepsi hosts the prominent halftime show. 

Pepsi has kicked off the new year with a big modification to its brand identity—and it may inspire other brands to make a change in the new year.