Pepsi-Cola Company: Come Alive! You're In The Pepsi Generation campaign

Rebecca Stanfel

For most of its history, the Pepsi-Cola Company lagged behind the Coca-Cola Company, its archrival and the leading soft drink corporation in the world.

Pepsi-Cola Company: Come Alive! You're In The Pepsi Generation campaign

Rebecca Stanfel

Overview

For most of its history, the Pepsi-Cola Company lagged behind the Coca-Cola Company, its archrival and the leading soft drink corporation in the world. In 1963, however, Pepsi and ad agency BBDO hit upon a marketing strategy to distinguish Pepsi from Coke. Pepsi sales increased after the launch of the "Come Alive! You're in the Pepsi Generation" campaign, which made marketing history with its assortment of print, radio, and television ads. The commercials did not seek to tout the benefits of the product, as Pepsi's advertising had...

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