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"

1/8/2019
Howard Telford Profile Picture
Howard Telford Bio
Share:

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

Shop Our Reports

Global Inflation Tracker: Q2 2023

This report examines inflation levels and drivers globally and in key countries. Global inflation is moderating, although volatility in the energy markets and…

View Report

Asia Pacific Consumer Trends: How Self-love and Individuality are Taking Centre-stage

The Asian consumer is changing. Traditional values that served the collective in terms of both society and the family are on the wane, with COVID-19 lockdowns…

View Report

Upcoming Trends in Fmcg Packaging Legislation

Legislative action is proving necessary to move packaging in a more sustainable direction, leading governments across the world to implement a wide variety of…

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