U.S. Pepsi Ads Get First New Tagline in 20 Years

“That’s What I Like” aims to attract free-spirited soda-drinkers. 

January 07, 2020

NEW YORK—It’s a new decade, and Pepsi has a new tagline that encourages consumers to live life unapologetically. The soft drink brand has introduced “That’s What I Like,” Pepsi’s first U.S.-based tagline in more than two decades. It will appear in ads for Pepsi, Diet Pepsi and Pepsi Zero Sugar indefinitely, beginning with five national TV spots, reports Adweek

“The new tagline is an ode to our most loyal Pepsi drinkers, who like what they like and live their lives out loud, without worrying what others think,” said Todd Kaplan, vice president of marketing for Pepsi.

Kaplan said the tagline was created from consumer feedback provided in the brand’s 2018 quantitative survey of frequent Pepsi drinkers vs. infrequent or non-Pepsi drinkers. The survey revealed that Pepsi drinkers are twice as likely to clap at the end of a movie, two times more likely to cheer loudly at a sporting event and three times more likely to belt out a song at karaoke.

“We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer,” said Joe McHugh, senior director of insights and analytics for Pepsi. “By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer [insights] that have enabled us to fine tune our brand communications in a meaningful way” that resonates with consumers.

The new 30-second TV spots depict Pepsi drinkers dancing in public to different genres of music, including hip-hop, dancehall and Latin pop. In each spot, the dancers get lost in the moment as entertained bystanders look on.

Pepsi teamed with Goodby Silverstein & Partners for “Glow Up,” which depicts an airport employee dancing to Wiley’s Boasty, and “Fade Away,” which shows a sports fan dancing to Missy Elliott’s Lose Control in a crowded arena. To target Spanish-speaking U.S. consumers, Pepsi worked with multicultural ad agency Alma to create “DJ BBQ,” “Subway” and “Lavandería,” in which a woman dances to Daddy Yankee’s Shaky in a laundromat. In “Subway,” a man pole dances on a crowded train to Hips Don’t Lie by Shakira, who is co-headlining the Pepsi Super Bowl Halftime Show with Jennifer Lopez on Feb. 2 in Miami.