MUMBAI: PepsiCo Inc has unveiled its first global campaign titled ‘Live for Now’ based on the brand’s new global positioning. After its rival Coca Cola announced a partnership with Spotify, Pepsi has partnered with social networking site Twitter to present a series of music concerts featuring major artistes.
The tie-up will enable live streaming of the concerts on Twitter along with a TV ad with singer Nicki Minaj. The first ‘Live for Now’ ad spot will air on 7 May across US featuring Minaj’s hit single ‘Moment 4 Life’. The multi-year campaign will launch first in the US and begin to roll-out globally throughout 2012.
The US campaign will be promoted across TV, radio, cinema, outdoor, digital and social media platforms. Although the company has not yet revealed the details of the musicians featuring in the concerts, the first concert is slated to take place in June.
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Pepsi Beverages Company chief marketing officer Simon Lowden said, “The ‘Live for Now’ positioning will inform the way Pepsi behaves as a brand and is a fantastic filter through which to create exciting and innovative partnerships with some of the world’s leading artistes and entertainment properties. We are excited to be announcing a series of exclusive partnerships in the US over the next few months that will breathe life into the campaign and offer one-of-a-kind experiences for our fans.”
Coke and Pepsi both have a long history of using music to connect with young consumers. Over the years, Pepsi has featured artistes including Michael Jackson, Ray Charles, MC Hammer, Britney Spears and Beyonce.
