Pepsi-Cola Company: Be Young, Have Fun, Drink Pepsi campaign

Rebecca Stanfel

The Pepsi-Cola Company historically pursued a young demographic group in its advertising efforts for its flagship cola, Pepsi.

Pepsi-Cola Company: Be Young, Have Fun, Drink Pepsi campaign

Rebecca Stanfel

Overview

The Pepsi-Cola Company historically pursued a young demographic group in its advertising efforts for its flagship cola, Pepsi. After a brief attempt at courting a broader audience in the early 1990s, Pepsi returned to its youth-oriented focus when it launched its "Be Young, Have Fun, Drink Pepsi" campaign in January 1993. At a time when American cola sales were flagging, Pepsi hoped to gain market share at the expense of its arch rival, the Coca-Cola Company. The "Be Young" campaign, which debuted during the Super Bowl, was conceived...

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