Pepsi is kicking off 2020 with a new tagline that encourages consumers to tune out the haters and live life unapologetically. The soft drink brand has debuted “That’s What I Like,” which will appear in ads for Pepsi, Diet Pepsi and Pepsi Zero Sugar indefinitely, beginning with five national TV spots.
“That’s What I Like” is Pepsi’s first U.S.-based tagline in more than two decades, joining the likes of “The Joy of Cola” and “The Choice of the New Generation.” The tagline also follows “For the Love of It,” a global tagline and design Pepsi introduced in 2019.
“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, vp of marketing for Pepsi.
Kaplan said the tagline was derived from consumer feedback provided in the brand’s 2018 quantitative survey of frequent Pepsi drinkers vs. infrequent or non-Pepsi drinkers, conducted by agency Goodby Silverstein & Partners. The survey found that Pepsi drinkers are two times more likely to clap at the end of a movie, two times more likely to cheer loudly at a rival 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, in a statement. “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 campaign’s five 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 in front of entertained onlookers.
Pepsi worked 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 packed arena.
To target its 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 Shaky in a laundromat. In “Subway,” a man pole dances on a crowded train to Whenever, Wherever by Shakira, who is co-headlining the Pepsi Super Bowl Halftime Show with Jennifer Lopez in Miami on Feb. 2.
Beginning this weekend, Pepsi will air select “That’s What I Like” spots during the NFL Wild Card games and NBC’s telecast of the Golden Globes on Sunday. The brand also plans to roll out the tagline through out-of-home advertising, digital and social extensions, and retail and point-of-sale creative.