Pepsi’s new world tag line is managing to divide the trade consultants.
“For the Love of It” will change “Live For Now” in 100 international locations (not together with the U.S.).
The soda model launched a collection of movies this week specializing in the drink’s bubbles, style and refreshment and is working with Now United, a pop group put collectively by music veteran Simon Fuller, on a new jingle.
Pepsi says the tie-up and new tagline replicate a celebration of the product, an “iconic brand rooted in entertainment with a refreshing and delicious beverage people around the world love,” in line with Roberto Rios, senior vp, Marketing, Global Beverage Group at PepsiCo, in a assertion emailed to CNBC.
But companies that CNBC reached out to weren’t completely satisfied in regards to the new line.
For Sophie Lewis, chief technique officer at WPP-owned company VMLY&R, it’s a little too paying homage to “I’m Lovin’ It,” the road utilized by McDonald’s since 2003 when Justin Timberlake was paid a reported $6 million to sing it in a business.
But, she added, it’s going to assist to distance Pepsi from its 2017 ad starring Kendall Jenner that was pulled after a enormous backlash. That ad used “Live For Now.”
“(Fuller’s) 14-strong team of global Gen Z-ers have sold their souls to Pepsi — or, rather, purely ‘For the Love of It’ they will be making sweet, Pepsi-flavored music and film,” she stated in an e-mail to CNBC Thursday.