PepsiCo, Inc.: Generation Next campaign

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola.

PepsiCo, Inc.: Generation Next campaign

Robert Schnakenberg

OVERVIEW

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola. The struggle for this demographic was especially contentious because teenagers made up the largest group of soft drink consumers in the United States.

The PepsiCo Inc.'s 1997 advertising campaign, featuring the theme slogan "Generation Next," was unveiled during the national telecast of professional football's championship game between the Green Bay Packers and the New England Patriots. The new commercials were created by Pepsi's...

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