Pepsi & Twitter = LOVE?

On 30 april, Pepsi launched a new global rebranding campaign having as partner one of the most successful social media platforms- Twitter. The campaign name is "Live for Now" and is based  on the brand’s new global positioning. According to Pepsi, the company conducted an extensive global research, connecting with thousands of fans, and “Live for Now” reflects the insight that Pepsi fans all around the world desire to capture the excitement of now – a mind-set that is aligned at the very core with the brand’s DNA. The goal is that “Live for Now” will invite and inspire Pepsi fans to live each moment to the fullest, to connect  under the same motto- "Carpe Diem!".

For me, this approach seems a little bit similar with the Coca Cola campaign- "Open happiness" when their biggest competitor invited the consumers to have fun together with a Coke in their hands. The exclusive partnership with Twitter will include pop-culture platforms,concerts  and entertainment brand evangelists, digital innovation, epic events and many other surprises. Coca Cola and Pepsi  have both a long history of using music to connect with young consumers and this campaign is not making an exception. As part of the campaign, Pepsi will partner with emerging entertainers or artists from a variety of disciplines, from music to sports and they want to position themselves as a pop- culture brand. The hope is that the campaign define what Pepsi represents - a young, fresh, entertainment globally brand.  The fans will be reached through twitter and many other marketing tools during this multi-year campaign.
I am looking forward to see how this campaign will go, if this approach will have success globally because this campaign will  be launched first in the United States and after that, in the whole world throughout 2012.

Maria Bogus