Drinks From coffee and kombucha to seltzer and champagne, we explore the latest insights on the consumer trends and new products shaping the drinks industry.

Pepsi Overhauls Marketing "For the Love of It"

Howard Telford Profile Picture
Howard Telford Bio

Pepsi unveiled its first new global brand platform in seven years, introducing a new global tagline, ‘For The Love Of It’, which brings the focus of its marketing back to the product, as the new ads focus primarily on the cola drink.

According to Euromonitor International, global retail cola sales rose 5% in value terms despite essentially flat volumes in 2018. The category faced ongoing declines in major markets like the US and parts of Western Europe.

There is growing pressure on cola, and carbonates more generally, as consumers seek to reduce sugar consumption and governments explore sugar and soda taxation regimes as well as other measures like package warnings and marketing restrictions.

At the same time, big cola brands like Pepsi and Coca-Cola are transitioning from a long period of ubiquity and dominance in terms of food and beverage marketing to an era in which small brands with a large footprint on social media can have an outsized impact. As an example, Coca-Cola acquiring Dirty Lemon last month – a brand that gained its cult following largely via Instagram.

Pepsi and Coca-Cola have to work harder to defend and build their identity, with a more streamlined emphasis on what makes both of these brands iconic.

‘For the Love It’ bring the focus back to the cola product itself. These follow efforts by Coca-Cola to simplify their own packaging last year, integrating red packaging across the cola portfolio. "

Interested in more insights? Subscribe to our content

Latest Insights

Mindful Drinking: No/Lo Comes of Age

Spiros Malandrakis 20 November 2023

Shop Our Reports

Alcoholic Drinks in Middle East and Africa

The alcoholic drinks market has made a swift recovery from the pandemic losses of 2020, returning to pre-COVID-19 sales levels already in 2022. In spite of the…

View Report

Alcoholic Drinks in Latin America

The alcoholic drinks market has made a strong and swift recovery from the pandemic in Latin America, in spite of the difficult economic circumstances in many…

View Report

Alcoholic Drinks in Asia Pacific

The regional recovery from the 2020 sales decline slowed in Asia Pacific in 2022 given the return of COVID-19 in China, the dominant country market. However,…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More