The recognized brand of sodas Pepsi Cola, was first introduced by the name “Brad’s Drink” in 1893, it was first sold at drugstores and it was later changed to the name Pepsi Cola. Since the brand was born, it is distinguished by its commercials, they are mainly recognized for their emotional messages.
During the World War II, Pepsi used patriotic advertisements to appeal to people showing their support to the troops. The brand also released a jingle called “Nickel, Nickel” which was considered the first advertising jingle to air on the U.S national radio.
Since then, the brand has been passing through a constant evolution. In the 70’s, this giant of beverages, adopted their new and blue, red and white design; it became the top selling soda of that time. Pepsi started using colorful advertising to appeal the “hippies” and reflect the 70’s style.
Ten years later, Pepsi adopted the slogan “New Generation” for their commercials on 1980’s. They hired the King of Pop, Michael Jackson, to promote the drink. At that time, Pepsi also improved its logo and cans.
The Michael Jackson Pepsi Generation commercial is actually an adjustment of the famous song “Billie Jean”.
Later, in the 90’s, the Brand adopted a new style of cans with more color and the now traditional blue in the background. Pepsi’s commercials adopted -as a routine- the usage of recognized celebrities in their productions. In this period, Pepsi also hired Cindy Crawford.
Talking about the New Millenium, in the 2000’s Pepsi decided to hire the youth star Britney Spears, in which commercial she sang a theme called “Joy of Pepsi”, to help promote the product. In this period, Pepsi started paying to advertise in the Superbowl.
The pop star Shakira also joined to the “Joy of Pepsi”, in the commercial of this campaign, she teamed up with Tori Kelly, Kyrie Irving and Jeff Gordon for a little fun.
Presently, Pepsi is still recognized for its brand management, it was undoubtedly distinguished for inclining to the usage of artists in their commercials in the 2000’s, but in the last years, Pepsi also decided to turn back to the emotional creativity, by showing traditional scenarios and the day by day of the people, such as the office, house, family or even school.
But this process of maturity isn’t just exclusive of Pepsi, more giant and recognized brands, have been through the evolution of their creativity. Advertising has definitely changed since the dawn of digital, this is why brands are refreshing their marketing strategies to keep in the track.
Check and compare the transition of different brands’ advertising from then to now via Clickz.com