In celebration of its 125th anniversary, Pepsi is launching a major media campaign, spanning 125 days of marketing promotions leading up to New Year’s Eve. The initiative is designed to honor the legacy of the brand, which began as Brad’s Drink. The campaign will revisit iconic marketing moments like the Pepsi Challenge and the famous “Pepsi Girl” of the ’90s. This media rush is also the platform for introducing the brand’s new logo and “pulse” design, representing the first major visual transformation in over a decade.
Pepsi’s CMO, Todd Kaplan, sees this celebration as a moment to strengthen Pepsi’s deep cultural imprint. Over the years, the brand has been a significant player in sports, music, entertainment, and advertising. This 125-day campaign will be diverse, including traditional advertisements, social media content, SMS campaigns, and immersive experiences such as a unique diner event planned for New York this fall.
Kaplan expresses the campaign’s essence, stating, “We want a nod back and a leap forward.” Recognizing 125 years is not just about reflecting on the past, but it’s about the anticipation of what comes next.
A cornerstone of the campaign is the promotion of the reformulated Pepsi Zero Sugar, which has emerged as a major growth engine for the brand. With a visual shift emphasizing black, the color of Pepsi Zero Sugar, the soda is presented as the flagship product, especially in its ongoing partnership with the NFL. The fresh advertisements, both online and on traditional channels, position Pepsi Zero Sugar prominently, showcasing the updated logo.
Pepsi aims to appeal not just to its longtime fans but also to attract a new generation of enthusiasts. A special offer on Aug. 28, marking Pepsi’s founding day, promises free Pepsi items for customers texting “PEPSI125” to 81234.
In Kaplan’s words, “As we look forward, all the consumer trends are pointing toward zero sugar.” This campaign reflects Pepsi’s ambition to ride this trend and introduce more consumers to their zero-sugar offering.
Pepsi’s 125th-anniversary campaign highlights the brand’s ability to evolve while honoring its roots. By emphasizing their zero-sugar product in a health-conscious era, Pepsi demonstrates its commitment to both innovation and tradition, setting a precedent for brands globally.
