Magazine article Marketing

50 Years of Fame: Brandfame - Pepsi

Magazine article Marketing

50 Years of Fame: Brandfame - Pepsi

Article excerpt

Pepsi is the king of big budget, star-studded commercials, and TV has always been at the heart of its strategy. From Michael Jackson to David Beckham, the aim has been to ensure its ads are as talked about as the TV shows around which they appear.

Although Pepsi is a long-term TV advertiser, in recent years its connection with contemporary music and sports have been key.

A list of Pepsi's advertising stars reads like a Who's Who of the pop world. Michael Jackson signed up to endorse the brand in 1983 and a year later declared that it was 'the choice of a new generation'.

In 1986 Pepsi launched its first worldwide advertising campaign, featuring strutting rock queen Tina Turner. Other stars to have sipped from the Pepsi can include Madonna, the Spice Girls, Robbie Williams and Boyzone.

Pepsi was also the first to sign up Gareth Gates, the popular runner-up in the first series of ITV's Pop Idol in 2002. Such deals have ensured that Pepsi not only attracted the attention of viewers but also achieved reams of lucrative PR coverage.

At the heart of Pepsi's TV activity lies a potent blend of big stars and striking branding that has ensured the brand's growth. The budgets are big and bespoke ads for ITV shows have frequently been on the menu. …

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