Pepsi ends 'Live For Now' global campaign, starts 'For the Love of It'
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Pepsi is retiring its 7-year-old global tagline, “Live For Now,” in favor of “For the Love of It”a new campaign that includes a jingle by the Simon Fuller-backed international pop group Now United. But the campaign won’t run in the U.S., where the cola is taking a separate path that has been devoid of taglines.
Still, “For the Love of It” will get a big push globally, appearing in new ads in more than 100 countries, Pepsi announced Tuesday. Most of the new ads keep the focus on the soda, with extreme close-ups. One spot (above) is called “Lip Smackin’.” It was handled by Carousel Collective NYC. Other ads are credited to Buck, a shop whose roots are in motion design.
Omnicom’s Goodby Silverstein & Partners handles Pepsi’s U.S. account, including a forthcoming Super Bowl ad. Omnicom also has long-running ties to Pepsi’s global account, although the holding company was not involved in the new work. A PepsiCo spokeswoman said Omnicom’s AMV/BBDO is handling a global soccer campaign that is under development.
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