PepsiCo, Inc.: The Joy Of Pepsi campaign
Candice ManciniOVERVIEW
By 2001 PepsiCo, Inc., had long been suffering the effects of consumers' quest for healthier beverages. Though the company's offerings of Gatorade, Aquafina, Propel, and Tropicana Orange Juice, as well as its diet sodas, were experiencing growth, PepsiCo's signature cola sales had been on a steady decline. Yet PepsiCo was far from giving up on its star drink. The company turned to a multimillion dollar campaign, "The Joy of Pepsi," that enlisted megastars Britney Spears, Beyoncé Knowles, and Shakira. Replacing "The Joy of Cola," the new campaign, which was created...