‘That’s What I Like’: Pepsi unveils first US tagline in two decades

Pepsi has debuted its first US-based tagline in more than 20 years as it aims to usher in the new decade a bit differently.

‘That’s What I Like’ will appear across new Pepsi, Pepsi Zero Sugar and Diet Pepsi advertisements and promotions indefinitely, beginning with the roll out of five new US television commercials.

The new ads spotlight everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers. 

PepsiCo said the campaign is derived from and inspired by Pepsi’s most loyal drinkers, who “live their lives out loud without worrying about what others will think”.

“Pepsi has always been a brand associated with enjoyment – from barbeques, to baseball games, to meals with family and friends,” said Todd Kaplan, vice president of marketing at Pepsi.  

“And we know that our most loyal Pepsi drinkers take that enjoyment up a notch, so it is no surprise that they are more likely than non-Pepsi drinkers to belt out a karaoke song, binge-watch their favourite shows, or wear their team jerseys to a rival’s home game.

“We created this campaign to pay homage to this unapologetic mindset embraced by our most loyal fans, with a music-forward expression to pinpoint the feeling our consumers have when they genuinely enjoy themselves in an uninhibited way.”

Joe McHugh, senior director, insights and analytics, Pepsi, added: “We’ve worked extensively to evolve and deepen our understanding of the Pepsi consumer. 

“By leveraging both broad qualitative and quantitative research, we’ve unlocked rich consumer learnings that have enabled us to fine tune our brand communications in a meaningful way that resonates with our unapologetically passionate and loyal Pepsi drinkers.”