In the 1980s, Diet Coke wanted you to drink its products “Just for the Taste of It.” Now Coke’s arch-rival Pepsi is encouraging you to embrace life (and, presumably, Pepsi products) “For the Love of It.”
The new global tagline, debuting in more than 100 global markets, replaces Pepsi’s “Live for Now” mantra that’s been in place since 2012. Most problematically, it was the payoff line to Pepsi’s much-maligned Kendall Jenner ad in 2017, but now the brand is able to start a new chapter with a new positioning.
“We are confidently celebrating who we are—an iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love—as well as who our fellow cola lovers are,” said PepsiCo global marketing svp Roberto Rios in a statement. “‘For the Love of It’ is our rallying cry, proudly saying to go all in for the things you love.”
There’s also a new jingle built around the “For the Love of It” tagline and recorded by Now United, a pop band assembled with 14 singers and dancers from 14 different countries.
There’s also a new set of typography-driven can designs around the new positioning.
Here are a few other short-form videos created to introduce the new brand positioning: