Promotions

Pepsi's advertisements in 1960 portrays couples, drinking Pepsi and the background score says "pick the smarter and light one, now its Pepsi for those who think young". Clearly, Pepsi here is defining an audience that is young and smart and would buy the product. It brings a sense of rejuvenation & leisure, that the brand stood for at that time.

Through the course of time, Pepsi has maintained the freshness quotient with a constant appeal to the youth. Later after a few years, Pepsi took a chance with a new tagline and created a generation - You're in the Pepsi generation. It was an extension of the earlier campaign.

Today in 2014, Pepsi's youth appeal is maintained. The zeal and enthusiasm that the young bring comes across in this advertisement which has Ranbir Kapoor in it.

Apart from print and TV, Cinema is a very effective tool to bring the product in the limelight. Yeh Jawaani hai Deewani (featuring Ranbir Kapoor) saw the advertisement of Pepsi

Pepsi follows mostly reminder advertising where the audience has to be reminded of the product for repeat purchase.

IPL is an event where a relevant audience for Pepsi is met. Also, the experience is engaging and the event is filled with a lot of energy which resonates with a brand like Pepsi.

Interactive marketing

In an endeavor to increase interactivity, Pepsi Next innovated in a fresh campaign with a Wheel. Everytime the wheel was spinned, an actor or a skit of that category was performed. The site garnered more than a million views.

 (Source : http://www.cukerinteractive.com/blog/2013/07/29/five-best-brands-using-social-media-2013/)

The above piece shows how Pepsi is effectively using digital to create better interactivity and engagement with the target audience.

Recently Pepsi Max used augmented reality on a London bus stop by bringing a surprise element to the dull time spent waiting for a bus at the bus stop.