CHICAGO: Soft drinks giant PepsiCo is harking back to its 1970s golden era as it attempts to kick start a recovery for its ailing flagship brand.
The company hopes to recapture the 'Catch That Pepsi Spirit' with its new tagline 'Feel the Pepsi' and is ready to spend up to $50 million (€39.8m; £26.7m) on its new advertising and marketing push.
Omnicom Group's BBDO New York has created television commercials which seek to forge a new bond between the brand and cola-weary consumers.
PepsiCo saw its US volume plunge 7.2% in the first half of 2006, while arch-rival Coca-Cola Classic fell 4.9% according to combined AC Nielsen/Information Resources data published by Beverage Digest. The diet versions were also down 4.7% and 4.9%, respectively.
Data sourced from AdAge.com; additional content by WARC staff