The company said that throughout the year, more than 100 countries around the world will release a collection of “For the Love of It” content that will promote Pepsi.
“We are confidently celebrating who we are — an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love — as well as who our fellow cola lovers are,” said Roberto Rios, senior vice president of marketing for the global beverage group PepsiCo. “‘For the Love of It’ is our rallying cry, proudly saying to go all in for the things you love — from passions and interests like football and music, to unabashedly enjoying one of life’s favorite treats — Pepsi.”
In 2019, Pepsi said it plans to join forces with music industry legend Simon Fuller on his latest venture: pop group Now United. From China to Brazil and Russia to India, Now United is a new pop concept with 14 singers and dancers from as many countries with millions of followers across social media. The rising stars of Now United will record a refreshed Pepsi jingle.
The brand said it will provide emerging talent a global stage to promote their stories, share their art and connect with new and existing fans. Throughout the year while Now United tours the world, Pepsi will create content with the group and their fans.
“Pepsi has a unique track record in supporting new music talent, as they did when we first worked together on Spice Girls and are doing again with Now United. Their ‘For the Love of It’ campaign reflects so many of the positive values which are present in Now United, and I know they will inspire and enable the group and their global fan base to embrace their passions like never before,” said Fuller.
Throughout 2019, the new campaign’s visual identity and jingle will be brought to life through design-led packaging, artwork, and commercials and digital content distinct to each of the brand’s offerings.